Dynamic co-marketing alliances: When and why do they succeed or fail?

International Journal of Research in Marketing

Volumn 17, Issue 1, 2000, Pages 3-31

  Venkatesh, R ^a   Mahajan, Vijay ^b   Muller, Eitan ^c  

^a UNIVERSITY OF PITTSBURGH   (United States)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

^c TEL AVIV UNIVERSITY   (Israel)

Author keywords

Co marketing; Normative models; Strategic alliances

Indexed keywords

EID: 0034147699     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/s0167-8116(00)00004-5     Document Type: Article

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