BEYOND PARTNERING

Add this to your glossary of trade marketing buzz-words: co-marketing.Its advocates maintain that co-marketing could be the Next Great Thing in the evolution of brand marketing and trade relations. While definitions vary, its premise is a joint focus on the consumer by manufacturer and retailer that results in chain- or store-cluster-specific marketing and merchandising.That may not sound like an

Add this to your glossary of trade marketing buzz-words: co-marketing.

Its advocates maintain that co-marketing could be the Next Great Thing in the evolution of brand marketing and trade relations. While definitions vary, its premise is a joint focus on the consumer by manufacturer and retailer that results in chain- or store-cluster-specific marketing and merchandising.

That may not sound like an altogether new idea. Indeed, elements such as category management, efficie

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