Marketing Down the Value Chain

The author, from the Eastman Chemical Company, describes how Spectar Copolyester and Eastman Speciality Plastics were launched in the USA as identifiable brand names using co-op promotions.

Marketing Down The Value Chain

Building brand identity through co-op advertising and downstream marketing.

Larry Snider Eastman Chemical Company

Imagine you’re at a trade show packed with designers looking for the latest and greatest in display materials....