Brand cooperation: Who does not cooperate - loses

Washing machine and detergent manufacturers recommend each other, computer brands advertise with "Intel inside", you can buy train tickets in the supermarket ... brand cooperations are in vogue. Nils Pickenpack and his co-authors see the reason for this in changing customer needs, which increase the need for companies to cooperate. In their book, the experts show how alliances are forged that can survive in the war for attention. Marketing managers are provided with a guide to mastering the individual planning and implementation phases of a brand cooperation. "Finding the prince charming as a cooperation partner in a pond of frogs" - sounds like a fairytale, but can become reality with this book.getAbstract recommends it to all marketing managers who do not want to go into the field alone.getAbstract rating: 6Feasibility: 7   Degree of innovation: 6Style: 5

Publisher: BusinessVillage GmbHYear of Publication: 2013Pages: 244ISBN: 9783869802244