Reciprocal marketing agreement

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Reciprocal marketing agreement

A strategic alliance in which two companies agree to comarket each other's products. Production rights may or may not be transferred.

Reciprocal Marketing Agreement

An agreement in which two companies agree to market each other's products. For example, a peanut butter manufacturer might agree to market a certain jelly product when attempting to sell to consumers and retailers. In exchange, the jelly manufacturer does the same for the peanut butter. This is a relatively common marketing tactic for companies offering complementary, but not competing, products.
References in periodicals archive ?
The companies also have entered into preliminary reciprocal marketing agreements whereby American General will market Provident's individual disability products, and Provident will market American General's individual annuity products.
SPS) has entered into reciprocal Marketing Agreements with Advanced Biometric Security, LLC.
The companies have expanded their relationship to include several reciprocal marketing agreements as well, allowing IMO to market the scheduling system and ScheduleQuest to market IMO's Adaptive Data Manager development infrastructure.