Marketing alliances, firm networks, and firm value creation

Journal of Marketing

Volumn 73, Issue 5, 2009, Pages 52-69

  Swaminathan, Vanitha ^a   Moorman, Christine ^b  

^a UNIVERSITY OF PITTSBURGH   (United States)

^b DUKE UNIVERSITY   (United States)

Author keywords

Alliance capability; Event study; Marketing alliances; Networks; Relationship marketing; Stock market effects

Indexed keywords

EID: 70349345943     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.5.52     Document Type: Article

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