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

abstract

• 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.

authors

• Varadarajan, Rajan

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

publisher

• SAGE Publications  Publisher

published in

• Journal of Marketing  Journal

keywords

• Prevention

Digital Object Identifier (DOI)

• 10.1177/002224298605000205

start page

• 61

end page

• 73

volume

• 50

issue

• 2

URL

• http://dx.doi.org/10.1177/002224298605000205