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thumb Co-promotion is a marketing practice that allows two or more companies to combine their sales force in order to promote a product under the same brand name and price with a single marketing strategy.〔Currentpartnering.com, (2015). ''Co-promotion''. () Available at: http://www.currentpartnering.com/2014/05/03/co-promotion/ (2 Nov. 2015 ).〕 It is considered as one of the two major forms of joint marketing (Kalb 1988). Co-marketing is the other form and these terms are often confused.〔Carter, A. (2007). ''A Guide To Co-Promotion And Co-Marketing Partnerships In The Pharmaceutical Industry: What’s All The Fuss About''. () Lesi.org. Available at: http://www.lesi.org/les-nouvelles/les-nouvelles-online/2007/june-2007/2011/08/08/a-guide-to-co-promotion-and-co-marketing-partnerships-in-the-pharmaceutical-industry-what-s-all-the-fuss-about (2 Nov. 2015 ).〕 It is made through an agreement (the co-promotion agreement)〔Sec.gov, (2015). ''Co-promotion Agreement''. () Available at: http://www.sec.gov/Archives/edgar/data/1009356/000119312505102815/dex1050.htm (3 Nov. 2015 ).〕 which requires a lot of collaboration between the sales & marketing organisations of both companies.〔Scott, D. (2008). ''Do you know the pros & cons of co-marketing and co-promotion?.'' () Celforpharma.com. Available at: http://www.celforpharma.com/pharma-management/knowledge-centre/pearls-of-wisdom/lic-pros-cons-of-co-marketing-and-co-promotion.html (2 Nov. 2015 ).〕 One of the partners usually has a licence to exploit the product and the other partner is the originator or licensor.〔 It helps the less developed areas of a company to be covered by the partner company's strengths and therefore to expand the share of voice in the marketplace for a product.〔Graben, R. and Sullivan, M. (2011). ''Special Teams''. 1st ed. () MM&M, p.41. Available at: https://www.imshealth.com/deployedfiles/imshealth/Global/Content/Healthcare/Life%20Sciences%20Solutions/Specialty%20Oncology/Measuring_Specialty_Brand_Growth_MMMarticle.pdf (2 Nov. 2015 ).〕 Through co-promotion, a collaborative strategy, the consumer attraction is increased. It is a way co-exploiting products.〔 == Characteristics == Many collaborative marketing strategies are often confused. The elements that differentiate co-promotion from other marketing practices are the followings: * It is on a national basis and has a better impact on a short period.〔 * It is considered as a non-competitive strategy.〔 * It is build under one brand and the image is applied on both companies (1 brand, but 2 sales forces).〔 * It has an extensive coordination.〔 * Requirement of co-promotion is usually made by smaller companies.〔Garcia, S. (2006). The New Biotech-Pharma Collaborations, Putting the “Co” in Development and Promotion. 1st ed. () Fenwick & West LLP, p.1. Available at: https://www.fenwick.com/FenwickDocuments/Biotech_Pharma.pdf (2 Nov. 2015 ). 〕 Co-promotion is also known for offering high potential payment, it is the most attractive agreement type for both in and out-licensers compared to other agreements such as co-marketing.〔 Co-promotion agreements also tend to be much more flexible because partners can decide what type of payments they prefer. For example, partners can choose either profit sharing without royalty payments or higher royalties on sales.〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Co-promotion」の詳細全文を読む スポンサード リンク
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