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