COOPERATIVE SALES PROMOTION: AN IDEA WHOSE TIME HAS COME
Abstract
The use of various forms of cooperative sales promotions such as intracompany and intercompany multibrand promotions is on the ascendance, particularly among manufacturers and marketers of frequently purchased packaged consumer products. This article provides an overview of various forms of cooperative sales promotions, objectives that firms strive to realize through cooperative sales promotions, and other issues. In addition, from the standpoint of improving marketing productivity, the need for greater focus on the consumer franchise building potential of various sales promotion tools is highlighted.
Citation
Rajan Varadarajan, P. (1986), "COOPERATIVE SALES PROMOTION: AN IDEA WHOSE TIME HAS COME", Journal of Consumer Marketing, Vol. 3 No. 1, pp. 15-33. https://doi.org/10.1108/eb008150
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited