Heeding the Call

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Online or offline, two things are certain. No. 1, manufacturers and retailers will maximize profits and sales by collaborating to satisfy consumers’ changing needs. No. 2, co-marketing is not the way.

Co-marketing had the right idea—manufacturers and retailers working together. But it’s geared toward shipments, not solving consumer problems to build consumption, categories and brands. The future lies with the more contemporary, encompassing discipline of collaborative marketing, which benefits manufacturers, retailers and consumers.

To reap the rewards, manufacturers and retailers must accept each other as both collaborators and competitors.



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in