Umberto Collesei, Francesca Checchinato

Le alleanze di marketing nelle imprese italiane

  • Abstract

Informations and abstract

Keywords: Marketing alliances, Co-branding

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.

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