Manager's intentions toward entering into strategic marketing alliances : an empirical investigation
Year of publication: |
2012
|
---|---|
Authors: | Cavazos, Carmina ; Varadarajan, Rajan |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 20.2012, 7, p. 571-588
|
Subject: | Marketingmanagement | Marketing management | Strategische Allianz | Strategic alliance | Verbrauchereinstellung | Consumer attitudes | Institutionenökonomik | Institutional economics | Strukturgleichungsmodell | Structural equation model |
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