Symbiotic Marketing Revisited Academic Article uri icon


  • 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.

published proceedings

  • Journal of Marketing

author list (cited authors)

  • Varadarajan, P. R., & Rajaratnam, D.

citation count

  • 91

complete list of authors

  • Varadarajan, P Rajan||Rajaratnam, Daniel

publication date

  • January 1986