Co-marketing
Encyclopedia
Co-marketing is a marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 practice where two companies
Company
A company is a form of business organization. It is an association or collection of individual real persons and/or other companies, who each provide some form of capital. This group has a common purpose or focus and an aim of gaining profits. This collection, group or association of persons can be...

 cooperate with separate distribution
Distribution (business)
Product distribution is one of the four elements of the marketing mix. An organization or set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user.The other three parts of the marketing mix are product, pricing,...

 channels, sometimes including profit
Profit (economics)
In economics, the term profit has two related but distinct meanings. Normal profit represents the total opportunity costs of a venture to an entrepreneur or investor, whilst economic profit In economics, the term profit has two related but distinct meanings. Normal profit represents the total...

 sharing. It is frequently confused with co-promotion
Co-promotion
Co-promotion is a marketing practice where a company uses another company's sales force, in addition to its own, to promote the same brand or range of brands. The term is frequently confused with Co-marketing....

.

Cross-marketing describes the practice where two individual entities companies
Company
A company is a form of business organization. It is an association or collection of individual real persons and/or other companies, who each provide some form of capital. This group has a common purpose or focus and an aim of gaining profits. This collection, group or association of persons can be...

 exchange marketing channels for mutual benefit. No new product, service or brand is created here.

Examples:
  • link or banner exchanges
  • "Intel Inside" on PCs


Co-marketing describes the practice where two individual entities companies
Company
A company is a form of business organization. It is an association or collection of individual real persons and/or other companies, who each provide some form of capital. This group has a common purpose or focus and an aim of gaining profits. This collection, group or association of persons can be...

 create and jointly develop a new product, service or brand (and normally jointly promote it).

Co-marketing has of recent become very prominent in the entertainment industry. This typically means partnerships between brands and entertainment properties such as television shows, films, and music acts.

Examples:
  • Apple
    Apple
    The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...

     and Nike
    Nike, Inc.
    Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...

     jointly developing a new service for joggers
    Jogging
    Jogging is a form of trotting or running at a slow or leisurely pace. The main intention is to increase fitness with less stress on the body than from faster running.-Definition:...

  • Omega
    Omega
    Omega is the 24th and last letter of the Greek alphabet. In the Greek numeric system, it has a value of 800. The word literally means "great O" , as opposed to omicron, which means "little O"...

     and the James Bond
    James Bond
    James Bond, code name 007, is a fictional character created in 1953 by writer Ian Fleming, who featured him in twelve novels and two short story collections. There have been a six other authors who wrote authorised Bond novels or novelizations after Fleming's death in 1964: Kingsley Amis,...

     franchise partnered to promote the films and the company's watches
  • Companies such as The SMC Group specialize in entertainment co-marketing, and have negotiated a number of deals including Alexandra Burke and Sure Deodorant, Shaggy and Logitech Ultimate Ears
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