Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage Through Collaboration and Partnering

ISBN-13: 9780749454845 / Angielski / Twarda / 2009 / 256 str.

Richard Gibbs

Opis

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 affect partnering and how to make decisions to improve both the relationship and productivity.

Recenzje

"The authors have certainly done a sterling job - thorough, practical and scholarly, reflecting their own experience and credentials."

Spis treści

• • Chapter - 00: Introduction: Placing a value on your key commercial partnerships;
  • Chapter - 01: The business of partnering;
  • Chapter - 02: The evolution of partnership-driven business strategies;
  • Chapter - 03: The obstacles and drivers of successful partnerships;
  • Chapter - 04: Relationship marketing: a 'new-old' theory of business relationships;
  • Chapter - 05: Understanding partnership and alliance dynamics;
  • Chapter - 06: Working hard at the 'soft' factors;
  • Chapter - 07: The Gibbs+Humphries Partnership Types;
  • Chapter - 08: Making partnerships and alliances work for you

O autorze

Richard Gibbs is an expert in relationship marketing and has held senior positions in major companies including Xerox and Novell Inc. His PhD from University of Gloucestershire was followed by an MBA from Henley Management College, and he continues to research into how firms gain competitive advantage through marketing channels. Andrew Humphries is currently CEO of SCCI Ltd, a company that specialises in measuring commercial relationship performance. Following a career in UK Royal Air Force as Head of Defence Aviation Logistics, he gained a PhD from Cranfield School of Management and an MBA from the Open University.