Creating advantage through research and understanding

Based on ground breaking research Strategic Alliances and Marketing Partnerships identifies the key factors that determine partnering excellence and will help you to optimize your business-to-business partnerships. It will help you to understand how your alliances and channels function and how you can manage them more effectively and efficiently. Using case studies it explores key topics including:

• the strategic value of partnering
• the evolution of supply chain networks, marketing channels and strategic alliances
• the obstacles and drivers of successful partnerships
• relationship marketing
• evaluating partnership performance

Strategic Alliances and Marketing Partnerships also includes eight distinctive relationship types, defined by the authors to help you identify and assess the nature of your own partnerships, maximise their value and ensure success. Published by Kogan Page, 2009.

Praise for...!

"This book provides vital and practical understanding of how firms can optimize the quality of their collaboration." Anne Mulcahy, Chairman Xerox

"In this original and thought provoking book the authors provide practical guidance on how relationships can be managed more effectively" Professor Martin Christopher, Cranfield School of Management

"This book provides valuable insights into how partnerships can and should develop to achieve that goal of a true "win-win" outcome" Air Vice Marshal Matt Wiles, Director General Joint Supply Chain, UK Ministry of Defence