... chapter 16, by David W. Cravens and Karen S. Cravens, on “Horizontal alliances for relationship marketing”. It is full of common sense and wisdom. Jagdish N.   Sheth Edited by, Atul   Parvatiyar Edited by . Handbook of Relationship Marketing . Thousand Oaks, CA : Sage Publications...

... to address consumers′increasing level of environmental awareness. However, producers face three problems when they attempt to utilize environmental marketing: a lack of credibility; consumer cynicism; consumer confusion over claims. Strategic alliances with environmental groups can assist manufacturers...

...Richard Ettenson; Gary Gaeth Examines strategic alliances recently cultivated by many multinational enterprises (MNEs) with foreign competitors, in particular the global automobile market. Discusses the marketing of hybrid automobiles with a focus on the role that brand name, country of origin...