Maximising performance gains from cooperative marketing: understanding the role of environmental contexts
Cooperative marketing strategies have the potential to make an enduring contribution to business performance and are among the strategic responses that a firm could consider when faced with environmental challenges. The focus of this study is to determine the effect of cooperative marketing strategi...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Westburn Publishers Ltd
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/12073 |