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Evidence for Strategic Alliances and Relationship Marketing in New Zealand Industry

Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Strategic alliances offer real benefits for industry. This research examines the extent to which strategic alliances have been adopted by several New Zealand industry groups, and asks the question- “to what extent is this due to relationship marketing?”

Keywords

  • Strategic Alliance
  • Relationship Marketing
  • Private Health Care
  • Internal Marketing
  • Airline Industry

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Beverland, M., Bretherton, P. (2015). Evidence for Strategic Alliances and Relationship Marketing in New Zealand Industry. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_50

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