haku: @freeterm Marketingstrategie / yhteensä: 185
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| Tekijä: | Marx, W. |
| Otsikko: | Marketing: the power of two |
| Lehti: | Management Review
1995 : OCT, VOL. 84:10, p. 36-39 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | Co-marketing is an alliance between manufacturers and retailers: two brands working together to gain equity and ultimately profits for both. The practice is more difficult, going to the heart of retailer/manufacturer relationships that have been based more on mutual distrust that shared objectives. Co-marketing is gaining sway because companies that are practising it are growing market share at the expense of companies that are not. |
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