Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.

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What guides are available to aid the retailer in developing his marketing strategy? The author shows how the traditional concepts of shopping, convenience, and specialty goods may be updated and integrated with the idea of patronage motives, and how they provide the retailer with a new means of evaluating his strategy.