Symbiotic Marketing Revisited
Open Access
- 1 January 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 50 (1) , 7-17
- https://doi.org/10.1177/002224298605000101
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.Keywords
This publication has 1 reference indexed in Scilit:
- Formulating Vertical Integration StrategiesAcademy of Management Review, 1984