戦略的提携と共同マーケティング Strategic Alliances and Marketing Partnerships : Gaining Competitive Advantage through Collaboration and Partnering

Gibbs, Richard/ Humphries, Andrew

Kogan Page Ltd（2009/02発売）

• 製本 Hardcover:ハードカバー版／ページ数 256 p.
• 言語 ENG
• 商品コード 9780749454845
• DDC分類 658.4012

基本説明

With case studies from prominent, global organizations such as Walmart, Toyota, General Motors and Dell.

Full Description

Strategic Alliances and Marketing Partnerships will help you to understand how partnerships function and how you can manage them more effectively and efficiently. Based on solid research and dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence. Whatever the nature of the relationship - whether outsourcing, strategic alliances or co-manufacturing, there are eight distinctive relationship types identified by the authors to help managers optimize their business to business partnerships.

With case studies from prominent, global organizations such as Walmart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help you to understand the problems that affect partnering and how to make effective management decisions to improve both the relationship and productivity.

Contents

Chapter - 00: Introduction: Placing a value on your key commercial partnerships;
Chapter - 01: The business of partnering;
Chapter - 02: The evolution of partnership-driven business strategies;
Chapter - 03: The obstacles and drivers of successful partnerships;
Chapter - 04: Relationship marketing: a 'new-old' theory of business relationships;
Chapter - 05: Understanding partnership and alliance dynamics;
Chapter - 06: Working hard at the 'soft' factors;
Chapter - 07: The Gibbs+Humphries Partnership Types;
Chapter - 08: Making partnerships and alliances work for you