Pooled marketing: The challenge and the opportunity

Abstract

The present situation is marketing is characterized by rising costs and increasing prices. In an article in Business Week, a commentator has stated that “...... marketing and distribution are where industry must make up a lot of the costs of doing business today” (13). Pooled marketing is a viable alternative to the marketing practices which have, along with inflation and other factors, contributed to the present situation. In addition to the cost savings that can emerge from pooling programs, the cooperative sharing of resources makes it possible to capitalize on opportunities that a firm would not have been able to seize on its own.