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Le alleanze di marketing nelle imprese italiane

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  • Umberto Collesei
  • Francesca Checchinato

Abstract

The purpose of this study is to understand how companies manage the different types of marketing alliances. A literature review was developed and an empirical investigation was then carried out submitting a questionnaire to companies involved in this strategy. The survey results, based on 35 alliances and 75 activities, confirm the presence of three types of marketing alliances - marketing alliance, co-marketing and co-branding - and show the main features of each one.

Suggested Citation

  • Umberto Collesei & Francesca Checchinato, 2007. "Le alleanze di marketing nelle imprese italiane," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 201-220.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/25079:y:2007:i:2:p:201-220
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    Cited by:

    1. Francesca Checchinato & Lala Hu & Tiziano Vescovi, 2013. "The communication of foreign products in China through the store: an empirical analysis," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 41-57, December.

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    Keywords

    Marketing alliances; Co-branding;

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