The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performace in the services industry
Year of publication: |
2014
|
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Authors: | Kang, Seongho ; Hur, Won-moo ; Kim, Minsung |
Published in: |
Managing service quality : MSQ ; an international journal. - Bingley : Emerald, ISSN 0960-4529, ZDB-ID 1216397-1. - Vol. 24.2014, 5, p. 522-540
|
Subject: | Marketing | Service marketing | Service industry | Alliance marketing program creativity | Aliance orientation | Program novelty and meaningfullness | Services market performance | Strategische Allianz | Strategic alliance | Dienstleistungssektor | Dienstleistungsmarketing | Services marketing | Kreativität | Creativity | Marketingmanagement | Marketing management |
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