Horizontal Marketing Management

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MONASH Marketing DictionaryDownload this dictionary
Horizontal Marketing Management
the organisation of marketing activities by independent firms on the same level in a marketing channel so that they work closely together in buying, promotion, etc. to achieve economies of scale.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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