The Enigma of Cooperative Advertising
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 February 1993
Abstract
Cooperative advertising is intended for the mutual benefit of channel partners. Shows that manufacturers and dealers/distributors in the boating industry view this marketing activity very differently. Manufacturers see no connection between cooperative advertising and other aspects of the relationships with their dealers. On the other hand, dealers relate their views of cooperative advertising to other facets of their relationships with manufacturers. Consequently, when there is conflict over cooperative advertising, it is liable to have a negative effect on other arrangements that dealers have with manufacturers. Manufacturers may not understand how negativity creeps into other relationships between dealers and themselves.
Keywords
Citation
Roslow, S., Laskey, H.A. and Nicholls, J.A.F. (1993), "The Enigma of Cooperative Advertising", Journal of Business & Industrial Marketing, Vol. 8 No. 2, pp. 70-79. https://doi.org/10.1108/08858629310041348
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited