- Shows the reader how partnerships function and how they can be managed more effectively
- Identifies key factors for partnering excellence
- Includes a simple self-assessment tool to help managers improve their own business partnerships
- Uses case studies from prominent, global organizations such as Walmart, Toyota, General Motors and Dell
Strategic Alliances and Marketing Partnerships
Gaining Competitive Advantage Through Collaboration and Partnering
Strategic Alliances and Marketing Partnerships will help you to understand how partnerships function and how you can manage them more effectively and efficiently - whether outsourcing, strategic alliances or co-manufacturing. 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.
Key features at a glance
EAN: 9780749454845
Edition: 1
Published:
Format: 234x156
256 pages
About the book
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.
About the authors
Richard Gibbs is an expert in relationship marketing and has held senior positions in major companies including Xerox and Novell Inc. His PhD from University of Gloucestershire was followed by an MBA from Henley Management College, and he continues to research into how firms gain competitive advantage through marketing channels.
Andrew Humphries is currently CEO of SCCI Ltd, a company that specialises in measuring commercial relationship performance. Following a career in UK Royal Air Force as Head of Defence Aviation Logistics, he gained a PhD from Cranfield School of Management and an MBA from the Open University.
The authors have certainly done a sterling job - thorough, practical and scholarly, reflecting their own experience and credentials.
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