The Co-marketing Solution: Strategic Marketing Through Better Branding, Improved Trade Relationships, Superior Promotions, Effective Fact-based Selling, Accurate ROI Analyses of Trade Spending

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McGraw Hill Professional, 2000 - Business & Economics - 207 pages
Old-style co-op advertising is the "great cash giveaway," a multibillion-dollar problem. Co-marketing, a far more effective technique, links manufacturer and retailer in channeling branding messages to the end user. (The "Intel Inside" campaign is an example.)

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Contents

INTRODUCTION
1
CoOp Begins to Spread Its Wings
51
For Your Review
62
Copyright

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About the author (2000)

Shawn Clark is president and CEO of ACS TradeOne Marketing, which offers trade marketing consulting and administration services to more than 150 companies, including IBM and Sony.

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