Le alleanze di marketing nelle imprese italiane

Umberto Collesei and Francesca Checchinato

Micro & Macro Marketing, 2007, issue 2, 201-220

Abstract: The purpose of this study is to understand how companies manage the different types of marketing alliances. A literature review was developed and an empirical investigation was then carried out submitting a questionnaire to companies involved in this strategy. The survey results, based on 35 alliances and 75 activities, confirm the presence of three types of marketing alliances - marketing alliance, co-marketing and co-branding - and show the main features of each one.

Keywords: Marketing alliances; Co-branding (search for similar items in EconPapers)
Date: 2007
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