To read the full version of this content please select one of the options below:

COOPERATIVE SALES PROMOTION: AN IDEA WHOSE TIME HAS COME

P. Rajan Varadarajan (Assistant Professor of Marketing in the College of Business Administration at Texas A&M University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1986

852

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

Related articles