Problem:
The president of GGI asks you about cooperative marketing. Used effectively, it can help companies to increase sales and boost brand awareness and at the same time reduce marketing cost. Is cooperative marketing appropriate for GGI? Help the company president understand how it works, its benefits and its applicability to GGI by reading the following articles:
What is the value such relationships?
Besides advertising, what are other creative ways companies can engage in cooperative marketing?
How should a company decide with whom to partner in joint marketing efforts?
What are some of the effective cooperative marketing ways that GGI could use in this project?
Please list references.