The Enigma of Cooperative Advertising

Cooperative advertising is intended for the mutual benefit of channel partners. Shows that manufacturers and dealers distributors in the boating industry view this marketing activity very differently. Manufacturers see no connection between cooperative advertising and other aspects of the relationsh...

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Bibliographic Details
Published in:	The Journal of business & industrial marketing 1993-02, Vol.8 (2), p.70-79
Main Authors:	Roslow, Sydney, Laskey, Henry A, Nicholls, J.A.F
Format:	Article
Language:	eng
Subjects:	Advertising Advertising expenditures Attitude surveys Boats Conflicts Cooperative advertising Dealers Distribution channels Distributors Inventory Manufacturers Manufacturing Marketing Perceptions Retail stores
Online Access:	Get full text
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Summary:	Cooperative advertising is intended for the mutual benefit of channel partners. Shows that manufacturers and dealers distributors in the boating industry view this marketing activity very differently. Manufacturers see no connection between cooperative advertising and other aspects of the relationships with their dealers. On the other hand, dealers relate their views of cooperative advertising to other facets of their relationships with manufacturers. Consequently, when there is conflict over cooperative advertising, it is liable to have a negative effect on other arrangements that dealers have with manufacturers. Manufacturers may not understand how negativity creeps into other relationships between dealers and themselves.
ISSN:	0885-8624 2052-1189