Horizontal marketing system

Horizontal marketing system relates to situation in which two or more companies acting in different market niches combine their resources to work together in marketing their products. Some examples are banks which cooperate with insurance companies or mobile carrier and mobile phone manufacturer, who prepare common marketing campaign to sell products of both companies. This type of marketing system allows to reduce cost, better utilize resources, avoid waste, attain better profits from selling combined products/services of both companies (economies of scale).


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