EXECUTIVE SUMMARY The purpose of this paper is to provide a broad overview of the extent and nature of alliances. It seeks to answer some basic questions about alliances in the Business to Business marketing arena. Are alliances as extensive as the discussions and anecdotal evidence suggests? How have their numbers and character changed over time? Who are the participants? Are the most common alliances between Marketing companies? How are they structured and how much …showed first 75 words of 3218 total…

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