Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage Through Collaboration and Partnering / Edition 1

by Richard Gibbs, Andrew Humphries

Overview

Strategic Alliances and Marketing Partnerships will help you to understand how partnerships function and how you can manage them more effectively and efficiently. 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. 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 Walmart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help you to understand the problems that affect partnering and how to make effective management decisions to improve both the relationship and productivity.

Product Details

ISBN-13:	9780749454845
Publisher:	Kogan Page, Ltd.
Publication date:	02/24/2009
Edition description:	New Edition
Pages:	256
Product dimensions:	6.40(w) x 9.30(h) x 1.00(d)

About the Author

Richard Gibbs is an expert in relationship marketing and has held senior positions in major companies including Xerox and Novell Inc. His PhD from Universityof 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.

Read an Excerpt

Foreword

Introduction: Placing a Value on Your Key Commercial Partnerships

1. The Business of Partnering

2. The Evolution of Partnership-driven Business Strategies

3. The Obstacles and Drivers of Successful Partnerships

4. Relationship Marketing: A 'new-old' theory of business relationships

5. Understanding Partnership and Alliance Dynamics

6. Working Hard at the 'Soft' Factors

7. The Gibbs+Humphries Partnership Types

8. Making Partnerships and Alliances Work for You

Table of Contents

** 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

Editorial Reviews

"The authors are to be congratulated on drawing attention to all the options and the loopholes to guard against in selecting collaborators."

Engineering & Technology

"A sterling job — thorough, practical and scholarly." —Engineering & Technology


"The book highlights the importance of determining the best strategic fit as well as the importance of getting people to work together productively." —Managing Growth


"The book will be of interest... to business owners and partner/alliance managers.... [A] thought-provoking exercise that will answer many of your questions." —Supply Management

From the Publisher