Making Corporate Trade Work

A discussion of corporate trade practices in the marketing world from the chief strategy officer for Active International.

Making Corporate Trade Work

James J. Porçarelli

Believe it or not, your plans (and agency relationships) will be stronger for it By James J. Porçarelli

Let's Face It,the perception of corporate trade (read: barter) has not always been a positive one. Problematic deals in the past have tainted a legitimate, measurable solution for marketers and their agencies. Plus, the fear of compromising agency relations and existing plans has been a valid concern for many marketers. What's more, since a sizable number of corporate trade deals used to take place behind closed doors, marketers weren't sure what to do...

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