Description
Book SynopsisRichard Gibbs is an expert in relationship marketing and has held senior positions in major companies including Xerox and Novell Inc. His PhD from University of Gloucestershire was followed by an MBA from Henley Management College, and he continues to research into how firms gain competitive advantage through marketing channels.
Andrew Humphries is currently CEO of SCCI Ltd, a company that specialises 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.
Trade Review"The authors have certainly done a sterling job - thorough, practical and scholarly, reflecting their own experience and credentials."
"The authors are to be congratulated on drawing attention to all the options and the loopholes to guard against in selecting collaborators." * Engineering & Technology *
Table of Contents
- Chapter - 00: Introduction: Placing a value on your key commercial partnerships;
- Chapter - 01: The business of partnering;
- Chapter - 02: The evolution of partnership-driven business strategies;
- Chapter - 03: The obstacles and drivers of successful partnerships;
- Chapter - 04: Relationship marketing: a ‘new-old’ theory of business relationships;
- Chapter - 05: Understanding partnership and alliance dynamics;
- Chapter - 06: Working hard at the ‘soft’ factors;
- Chapter - 07: The Gibbs+Humphries Partnership Types;
- Chapter - 08: Making partnerships and alliances work for you
