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IJSTR >> Volume 7 - Issue 5, May 2018 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Marketing In Business Partnership (Manager’s Perspective)

[Full Text]

 

AUTHOR(S)

Salma Fauziyyah, Hari Sukarno, Puji Lestari R.F.

 

KEYWORDS

Competitiveness, partnership, manager’s perspective, marketing strategy

 

ABSTRACT

understanding manager about concept of partnership is very important to determine the strategies and policies that must be done. This research aimed to explore the concept of partnership and its marketing impact based on the perspectives of middle managers and top managers. The type of this research is descriptive qualitative research. Informants in this research are top managers and middle managers of the company. The determination of informants in this research is by purposive method. Data analysis methods are four steps, namely data collection, data reduction, data display, and conclusion. The conclusion of this research is partnership is defined as a method, strategy, and systems of mutually beneficial cooperation between the company and its partner, the partnership that can generate profits for related parties and outlined in the agreement. The marketing impact on the company's partnerships can be seen from several factors: the expansion of marketing networks, increased sales, promotional efforts, profit sharing, assurance of supply, and the determination of marketing strategy.

 

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