COOPERATIVE SALES PROMOTION: AN IDEA WHOSE TIME HAS COME Academic Article

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.

authors

• Varadarajan, Rajan

published proceedings

• Journal of Consumer Marketing

author list (cited authors)

• Varadarajan, P. R.

citation count

• 6

complete list of authors

• Varadarajan, P Rajan

publication date

• January 1986

publisher

• Emerald  Publisher

published in

• Journal of Consumer Marketing  Journal

Digital Object Identifier (DOI)

• 10.1108/eb008150

start page

• 15

end page

• 33

volume

• Volume 3

issue

• Issue 1

URL

• http://dx.doi.org/10.1108/eb008150