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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. Other terms for marketing co-operation are marketing alliance, marketing partnership, co-marketing, and cross ...
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.
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-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] It is considered as one of the two major forms of joint marketing (Kalb 1988). Co-marketing is the other form and these terms are often ...
A type of an alliance is a horizontal alliance. For example, a horizontal alliance can occur between logistics service providers, i.e., the cooperation between two or more logistics companies that are potentially competing. [2] In a horizontal alliance, these partners can benefit twofold.
Best Western – hotel marketing; The Bike Cooperative – began in 2003 as a subsidiary of the Carpet One parent cooperative (CCA Global Partners); in 2009, it became a bona fide cooperative of independent US bike store owners [17] [18] Chez Hotels
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The movement's cloverleaf logo created the impression that it was a single organisation rather than independent organisations sharing common principles.The brand was strengthened by the creation of the Co-operative Retail Trading Group (CRTG) in 1993, providing Co-op branded products and other food supplies to its members: by 2002, the CRTG provided 100% of food supplies sold by UK consumer co ...