Richard Gibbs, Andrew Humphries

Strategic Alliances & Marketing Partnerships

Gaining Competitive Advantage Through Collaboration and Partnering

• Buch mit Leinen-Einband

Produktbeschreibung

Strategic Alliances and Marketing Partnerships will help you to understand how partnerships function and how you can manage them more effectively and efficiently - whether outsourcing, strategic alliances or co-manufacturing. Based on solid research and dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence.

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Produktdetails

• Verlag: IOD / Kogan Page
• Artikelnr. des Verlages: 2574
• Seitenzahl: 258
• Erscheinungstermin: 3. Februar 2009
• Englisch
• Abmessung: 240mm x 161mm x 19mm
• Gewicht: 570g
• ISBN-13: 9780749454845
• ISBN-10: 0749454849
• Artikelnr.: 24915605

Autorenporträt

Richard Gibbs is an expert in relationship marketing. He has held senior positions in major companies including Xerox and Novell Inc. Andrew Humphries is currently CEO of SCCI Ltd which specializes 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.

Inhaltsangabe

• • 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

Rezensionen

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