Abstract
Strategic alliances offer real benefits for industry. This research examines the extent to which strategic alliances have been adopted by several New Zealand industry groups, and asks the question- “to what extent is this due to relationship marketing?”
Author supplied keywords
Cite
CITATION STYLE
APA
Beverland, M., & Bretherton, P. (2015). Evidence for Strategic Alliances and Relationship Marketing in New Zealand Industry. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 200–207). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_50
Register to see more suggestions
Mendeley helps you to discover research relevant for your work.
Already have an account? Sign in
Sign up for free