Old-style co-op advertising is the "great cash giveaway," a multibillion-dollar problem. Co-marketing, a far more effective technique, links manufacturer and retailer in channeling branding messages to the end user. (The "Intel Inside" campaign is an example.)
Book Description
Editorial Reviews
About the Author
Shawn Clark is president and CEO of ACS TradeOne Marketing, which offers trade marketing consulting and administration services to more than 150 companies, including IBM and Sony.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
2.0 out of 5 stars
Read at your own risk,
By The Thinker (Oregon) - See all my reviews
This review is from: Co-Marketing Solution, The (American Marketing Association) (Hardcover)
I just received this book today. I noticed there a few pages dedicated to Intel and the "Intel Inside" marketing program. As a former employee of Intel (1991-2000), I worked in the corporate marketing organization and had first hand knowledge of the company's business history and the evolution of its marketing programs. Naturally, I first flipped to those pages related to Intel.Some of the information was grossly inaccurate. It left me wondering whether the author made it up to make a more compelling case, or was misinformed. The inaccuracies are both large and small. For example, he says Intel's486 chip had a major flaw, which among other issues, was a jolt to the company's image. And he says the comany resolved it (in part) by bringing out the Pentium processor. Anyone who read newspapers or watched the news during 1994 would know what really happened is something completely different. Therefore, I will read the book's case study examples and details with a more discriminating eye. That said, I believe the "spirit" of what is being conveyed holds true. Conceived and implemented by VP Dennis Carter, Intel's ingredient branding program (in addition to other mktg efforts), has undeniably made Intel one of the most valuable brands in the world and lead to enormous company profitability.
4 of 4 people found the following review helpful:
4.0 out of 5 stars
Good Marketing Book for Marketers,
This review is from: Co-Marketing Solution, The (American Marketing Association) (Hardcover)
................................The content is very informative, but lack of deep explanation about branding. Just a little bit deeper, and I will give this book 5 stars.
2 of 2 people found the following review helpful:
4.0 out of 5 stars
Brand marketing is Changing,
By
This review is from: Co-Marketing Solution, The (American Marketing Association) (Hardcover)
I did enjoy this book. I have a good background in trade marketing and felt the author did a good job in showing the whole picture as well as having a vast knowledge of how sales works and the retail environment works. The eight step model used was practical and this book could be an eye opener to young marketers that are too consumer focused and lack and understanding of sales and the world of trade marketing
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
(learn more)
First Sentence:
Co-op advertising is simply the way that manufacturers pay for some or all of the costs when retailers advertise their products. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
positioning strategy statement, sales growth profile, midsize accounts, creative strategy statement, competitive copy, channel partners, promotional funds, branding message, tactical programs, driving sales, brand message, trade marketing, mass merchants, reimbursement levels, marketing intelligence, trade partners, trade budget, spending trends, copy points Key Phrases - Capitalized Phrases (CAPs): (learn more)
Circle of Beauty, Phone Maker, Heinz Ketchup, Smith Communications, Financial World, Yellow Pages, Robb Bell, Buena Vista, Market Facts, Phone Carrier, Authorized Yes Check Monthly Newspaper, Best Buy, Dealers All, Circuit City, Free Minutes, Johnson Baby Shampoo, Percent Occurrence, Sealy Mattress Company, United States New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Co-op advertising is simply the way that manufacturers pay for some or all of the costs when retailers advertise their products. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
positioning strategy statement, sales growth profile, midsize accounts, creative strategy statement, competitive copy, channel partners, promotional funds, branding message, tactical programs, driving sales, brand message, trade marketing, mass merchants, reimbursement levels, marketing intelligence, trade partners, trade budget, spending trends, copy points Key Phrases - Capitalized Phrases (CAPs): (learn more)
Circle of Beauty, Phone Maker, Heinz Ketchup, Smith Communications, Financial World, Yellow Pages, Robb Bell, Buena Vista, Market Facts, Phone Carrier, Authorized Yes Check Monthly Newspaper, Best Buy, Dealers All, Circuit City, Free Minutes, Johnson Baby Shampoo, Percent Occurrence, Sealy Mattress Company, United States New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 2
books:
- Brand Loyalty: Measurement and Management (Wiley Series on Marketing Management) by Jacob Jacoby in Back Matter
- Managing Brand Equity by David A. Aaker in Back Matter
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