Pub. Date:
Kogan Page, Ltd.
Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage through Collaboration and Partnering

Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage through Collaboration and Partnering

by Andrew Humphries, Richard Gibbs


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Strategic Alliances and Marketing Partnerships will help readers understand how partnerships function and how they can manage them more effectively and efficiently. Dealing with key topics such as supply chain management, marketing channels and relationship management, it identifies the key factors that determine partnering excellence. 

Whatever the nature of the relationship - whether outsourcing, strategic alliances or co-manufacturing - there are eight distinctive relationship types identified by the authors to help managers optimize their business-to-business partnerships. With case studies from prominent, global organizations such as Wal-Mart, Toyota, General Motors and Dell, Strategic Alliances and Marketing Partnerships will help readers understand the problems that affect partnering and how to make decisions to improve both the relationship and productivity.

Product Details

ISBN-13: 9780749454845
Publisher: Kogan Page, Ltd.
Publication date: 03/28/2009
Edition description: New Edition
Pages: 240
Product dimensions: 6.40(w) x 9.30(h) x 1.00(d)

About the Author

Richard Gibbs is an expert in relationship marketing. He has held senior positions in major companies including Xerox and Novell Inc. 

Andrew Humphries is currently CEO of SCCI Ltd which specializes in measuring commercial relationship performance. Following a career in UK Royal Air Force as Head of Defence Aviation Logistics, he gained a PhD from Cranfield School of Management and an MBA from the Open University.

Table of Contents

Introduction: Placing a Value on Your Key Commercial Partnerships 

1.         The Business of Partnering 

A crisis in management; Diminishing sources of competitive advantage; From product-base competition to knowledge-base advantage; Extending the boundaries of the firm; The strategic value of partnering; Partnering and competing supply chains; The problems of understanding your partners

2.         The Evolution of Partnership-driven Business Strategies

Introduction; The development of supply chain management; Supply chain networks; Strategic alliances; Marketing channels; Managing buy-sell relationships; Conclusion

3.         The Obstacles and Drivers of Successful Partnerships    

Introduction; Leveraging mutual investments; Learning from each other; Governance; The influence of leadership and control mechanisms; Understanding partnership performance; Proactive relationship management; Summary

4.         Relationship Marketing: A ‘new-old’ theory of business relationships   

Marketing foundations; Relationship marketing rediscovered; Collaborate or fail; From power management to relationship management; The relationship business; Modelling the marketing relationship; Managing partnership value; Building relationship management capabilities; Summary

5.         Understanding Partnership and Alliance Dynamics        

Introduction; A ‘new economic’ view of partnerships; Finding the measure of partnership performance; Conclusion

6.         Working Hard at the ‘Soft’ Factors           

Introduction; Evaluating partnership performance; Opportunities and challenges created through collaborative innovation; Opportunities and challenges created through partnership quality; Opportunities and challenges of creating value; The model of partnership performance; Summary

7.         The Gibbs+Humphries Partnership Types

Introduction; Evangelists; Stable Pragmatists; Rebellious Teenagers; Evolving Pessimists; Captive Sharks; Cherry Pickers; No Can Dos; Deserters; Summary

8.         Making Partnerships and Alliances Work for You          

Management implications; Determining the right partnership type; Partnership types and market development; Relationship management and the Gibbs+Humphries Partnership Types; The Gibbs+Humphries Partnership Types and marketing; Conclusion

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