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- Title
Symbiotic Marketing Revisited.
- Authors
Varadarajan, P. Rajan; Rajaratnam, Daniel
- Abstract
The concept of symbiotic marketing was first proposed by Adler almost two decades ago. This study provides an overview of its nature and scope and examines the environmental and organizational developments that have contributed to the widespread acceptance of symbiotic marketing as a way of doing business. The feasibility of pursuing the symbiotic option to exploit various strategic growth opportunities are highlighted. Guidelines for planning and implementation of symbiotic programs are presented.
- Subjects
MARKETING theory; MARKETING agreements; STRATEGIC alliances (Business); JOINT ventures; BUSINESS partnerships; MARKETING management; INDUSTRIAL management; STRATEGIC planning &; economics; MARKETING research; ECONOMICS
- Publication
Journal of Marketing, 1986, Vol 50, Issue 1, p7
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298605000101