The Enigma of Cooperative Advertising

Abstract

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.