Maximising performance gains from cooperative marketing: understanding the role of environmental contexts

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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...

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Bibliographic Details
Main Authors:	Dickinson, Sonia, Ramaseshan, Balasubramanian
Format:	Journal Article
Published:	Westburn Publishers Ltd 2008
Subjects:	Contingency theory Cooperative marketing Internal and external environments Performance
Online Access:	http://hdl.handle.net/20.500.11937/12073

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