Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspectives
Author:
Open Access
- 1 April 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 50 (2) , 61-73
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.Keywords
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