VIDEO CO-MARKETING GETS GOOD REVIEWS

NEW YORK -- Three-partner, account-specific promotions involving stores, home video releases and other packaged goods work well because they enable retailers to brand their stores as different than the competition. That's the opinion of Rick Detterder, senior vice president of marketing services for Mattel Toys, El Segundo, Calif., and Max Goldberg, vice president of promotions for Buena Vista/Walt

NEW YORK -- Three-partner, account-specific promotions involving stores, home video releases and other packaged goods work well because they enable retailers to brand their stores as different than the competition. That's the opinion of Rick Detterder, senior vice president of marketing services for Mattel Toys, El Segundo, Calif., and Max Goldberg, vice president of promotions for Buena Vista/Walt Disney Home Video, Burbank, Calif. "We can take a video release and turn it into a full-store e

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