Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspectives Academic Article uri icon


  • This article focuses on horizontal cooperative sales promotion, an area that has remained largely unexplored. First, a framework for its classification is proposed. Next, a number of issues pertaining to joint sales promotion, one of the most extensively used forms of horizontal cooperative sales promotion, are explored. The article concludes with a brief discussion on directions for future research.

published proceedings

  • Journal of Marketing

author list (cited authors)

  • Varadarajan, P. R.

citation count

  • 41

complete list of authors

  • Varadarajan, P Rajan

publication date

  • April 1986