期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2011
卷号：18
期号：1
页码：32
出版社：Marketing Management Association
摘要：Branding concepts often find a place in introductory marketing textbooks. However, given time and space considerations, covering those concepts with a comprehensive industry perspective is typically unachievable. Thus, supplementing textbook content with brief company cases can help students gain a better appreciation for the material with meaningful application. This paper presents a synopsis of brand alliance concepts appropriate for introductory marketing students. It then goes on to provide several examples of how the Nestlé Company uses these alliances as a competitive advantage particularly in developing markets. The conclusion includes questions for class discussion to stimulate further understanding and analysis of brand alliances in the marketplace.
