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Title: A market-based approach for partner selection in marketing alliances
Authors: Dev, C.S.
Klein, S. 
Fisher, R.A.
Issue Date: Jun-1996
Citation: 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
ISSN: 00472875
Appears in Collections:Staff Publications

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