## Abstract Partnering charitable causes with brands has become a common practice for many marketing programs; it is referred to strategically as causeβrelated marketing. Although there is the perception that both partners benefit from the alliance, research has focused primarily on the benefits to
The Impacts of Alliance Purpose and Partner Similarity on Alliance Governance
β Scribed by Nitin Pangarkar; Saul Klein
- Book ID
- 108525677
- Publisher
- John Wiley and Sons
- Year
- 2001
- Tongue
- English
- Weight
- 116 KB
- Volume
- 12
- Category
- Article
- ISSN
- 1045-3172
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