Transformation of the marketing activity of the companies in conditions of the coopetition

N Khmelkova ()

Journal of Modern Competition, 2011, issue 5, 63-76

Abstract: The author attempts to trace the nature change of the interactions of companies on the market as the transition from competition to coopetition. Impact of coopetition on the marketing activity of the companies is accentuated.

Keywords: competition; cooperation; coopetition; transactional marketing; co-marketing (search for similar items in EconPapers)
Date: 2011
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