Abstract

MONTOYA-RESTREPO, Luz Alexandra; SANCHEZ-TORRES, Javier  and  MONTOYA-RESTREPO, Iván Alonso. Symbiotic Marketing. Concept Approximation from a Theoretical Review. Semest. Econ. [online]. 2019, vol.22, n.53, pp.103-126. ISSN 0120-6346.  https://doi.org/10.22395//seec.v22n53a5.

The main academic contributions of the symbiotic marketing concept are presented, showing the definition different authors have given it from their first contributions. This is done through a conceptual search methodology in which main authors and trends of the concept study are established. The main conclusion is that although it has already been developed, symbiotic marketing has gone through different views that lead to low clarity in its definition and lack of unification and constancy in the recognition of the main contributions of authors, evidencing the need to consolidate the contributions and in this way, recognize and strengthen empirical studies.

JEL CLASSIFICATION: M3, M30, Ml

CONTENTS: Introduction; 1. Methodology; 2. Symbiotic marketing; Conclusion; References.

Keywords : Co-marketing; cooperative relationships; inter-cooperation; alliances.

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