Article : texte imprimé

Comarketing alliances : Should you contract on actions or outcomes?

Pavan Rao Chennamaneni, Auteur ; Ramarao Desiraju, Auteur |

Dans Management science (Vol. 57 N° 4, Avril 2011)

Comarketing alliances often involve multiple partners, and a given partner's marketing efforts on behalf of the alliance can indirectly affect the demand of the other partners. Individual partners, however, can ignore the effects of such an exte[...]

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