A Practical Guide to Integrated Marketing Communications (Marketing in Action) eBook

Strategic Alliances and Marketing Partnerships will help readers understand how partnerships function and how they can manage them more effectively and efficiently. 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 Wal-Mart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help readers understand the problems that effect partnering and how to make decisions to improve both the relationship and productivity.