Consultants Gibbs and Humphries offer insight on how marketing partnerships function, whether the nature of the relationship is outsourcing, strategic alliances, or co-manufacturing. They identify and describe eight distinctive types of marketing partnerships within the framework of economic and marketing perspectives, and offer strategies for improving the quality of these partnerships. Principles are demonstrated in case studies from global organizations such as Wal- Mart and Toyota. Gibbs holds a PhD from the University of Gloucestershire and an MBA from Henley Management College. Humphries holds a PhD from Cranfield School of Management and an MBA from the Open University. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com) Strategic Alliances and Marketing Partnerships will help readers understand how partnerships function and how they can manage them more effectively and efficiently. Dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence. Strategic Alliances and Marketing Partnerships will help readers understand how partnerships function and how they can manage them more effectively and efficiently. Dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence. Whatever the nature of the relationship - whether outsourcing, strategic alliances or co-manufacturing - there are eight distinctive relationship types identified by the authors to help managers optimize their business-to-business partnerships. With case studies from prominent, global organizations such as Wal-Mart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help readers understand the problems that effect partnering and how to make decisions to improve both the relationship and productivity.
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