Gibbs, Richard,  1955- <br/><br/>
Strategic alliances & marketing partnerships  gaining competitive advantage through collaboration and partnering /  [electronic resource] : 
 Strategic alliances and marketing partnerships 
Richard Gibbs and Andrew Humphries. 
 - London ;  Philadelphia :  Kogan Page,  2009. 
 - 1 online resource (xii, 235 p.) :  ill., plans. 
<br/><br/>Includes bibliographical references (p. [227]-228) and index. 
<br/><br/>Half title page; Praise for Strategic Alliances; Title page; Imprint; Contents; About the authors; Foreword; Introduction: Placing a value on your key commercial partnerships; Chapter 1 The business of partnering; Chapter 2 The evolution of partnership-driven business strategies; Chapter 3 The obstacles and drivers of successful partnerships; Chapter 4 Relationship marketing: a 'new-old' theory of business relationships; Chapter 5 Understanding partnership and alliance dynamics; Chapter 6 Working hard at the 'soft' factors; Chapter 7 The Gibbs+Humphries Partnership Types. 
<br/><br/><label>ISBN: </label>9780749456092 (ebk.) 0749456094 (ebk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Strategic alliances (Business)<br/>Relationship marketing.<br/>Marketing.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HD69.S8  / G53 2009eb 
<br/><br/><label>Dewey Class. No.: </label>658/.046