Reciprocal marketing agreement

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.
Copyright © 2012, Campbell R. Harvey. All Rights Reserved.

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.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
References in periodicals archive ?
The deal, which is designed to broaden the reach of Chocolate City's roster of artists across the world, includes a strategic, reciprocal marketing agreement with WMG South Africa.
"However we have a reciprocal marketing agreement to work together and signpost customers to each other."