Kooperatives Marketing

This paper presents strategic approaches to effectively extend national marketing campaigns into local markets, taking into account vertical, cooperative manufacturer-marketing-agent structures. In concrete terms, this means the elaboration of requirements for local marketing so that it can be coordinated with national marketing and potential added value can be generated with regard to the end customer. The central questions here are how to create the greatest potential benefits in order to locally extend a national campaign in a given vertical structure and what demands are placed on cooperative, local marketing in order to exploit potential as effectively as possible and thus create bilateral added value for manufacturers and local sales agents.