How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships
Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelin...
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| Format: | Others |
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Scholarship @ Claremont
2019
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| Online Access: | https://scholarship.claremont.edu/cmc_theses/2042 https://scholarship.claremont.edu/cgi/viewcontent.cgi?article=3115&context=cmc_theses |