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|Title:||A market-based approach for partner selection in marketing alliances|
|Source:||Dev, C.S.,Klein, S.,Fisher, R.A. (1996-06). A market-based approach for partner selection in marketing alliances. Journal of Travel Research 35 (1) : 11-17. ScholarBank@NUS Repository.|
|Abstract:||The travel and tourism industry has witnessed the formation of a number of marketing alliances in the recent past and these are expected to continue. A critical concern is how should one select a marketing partner. This article provides a starting point for answering this question with a market-driven approach based on customer usage complementarity.|
|Source Title:||Journal of Travel Research|
|Appears in Collections:||Staff Publications|
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