SUPERMARKETS: CO-MARKETERS LIKELY TO GET BETTER TREATMENT

NEW YORK -- A majority of supermarket retailers, 71%, say they give preferential treatment to manufacturers who guide them in the practice of co-marketing, a survey has revealed.The findings have strong implications for brand marketers, said Arthur Zimbalist, vice president of Meyers Research Center here, which conducted the research."Retailers are waiting and waiting for co-marketing opportunities,

NEW YORK -- A majority of supermarket retailers, 71%, say they give preferential treatment to manufacturers who guide them in the practice of co-marketing, a survey has revealed.

The findings have strong implications for brand marketers, said Arthur Zimbalist, vice president of Meyers Research Center here, which conducted the research.

"Retailers are waiting and waiting for co-marketing opportunities, but the bad news is that they don't understand the word 'co-marketing.' One

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