=+6. Choose a company that makes great stuffsomething you really like, whether it is designer handbags, electronics,

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=+6. Choose a company that makes great stuff—something you really like, whether it is designer handbags, electronics, the tastiest ice cream flavors, or the best jeans. Now come up with a partner for your firm that you think would make a terrific strategic alliance. Write a plan for your alliance, explaining why you made the choice, what you want the two firms to accomplish, and why you think the alliance will be successful.

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Contemporary Marketing

ISBN: 9780324536386

13th Edition

Authors: Louis E. Boone, David L. Kurtz

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