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A marketing co-operation or marketing cooperation is a partnership of at least two companies on the value chain level of marketing with the objective to tap the full potential of a market by bundling specific competences or resources.
Retailers' cooperatives also engage in group advertising and promotion, uniform stock merchandising, and private branding. [2] This increases consumer recognition of brands and is beneficial for the stores under a franchise. The aim of the cooperative is to improve buying conditions for its members, which are retail businesses in this case.
Co-marketing (Commensal marketing, symbiotic marketing) is a form of marketing co-operation, in which two or more businesses work together. "Co-marketing" began in 1981 when Koichi Shimizu, a professor at Josai University, published an article in a bulletin published by Nikkei Advertising Research Institute in Japan.
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [1]Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer.
Cooperative advertising may be used to incentivize the end-product manufacturer to advertise the ingredient, of which the "Intel Inside" campaign was a big example. In fact, by the end of 1992, over 500 OEMs had signed onto Intel's cooperative marketing program and 70% of OEM ads that could carry the "Intel Inside" logo did so. [3]
Co-promotion is a marketing practice that allows two or more companies to combine their sales force in order to promote a product under the same brand name and price with a single marketing strategy. [1]
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Marketing or Advertising Fees: Some purchasing cooperatives may charge vendors marketing or advertising fees to promote their products or services within the cooperative's network. These fees are typically used to fund marketing campaigns, trade shows, or promotional activities that increase the visibility of vendors and drive sales.