Good old Yellow Pages. They don’t just help with the nasty things in life, like a blocked drain – they’re there to help you understand about collaborative marketing too. See, collaborative marketing is the practice of unifying lots of brands from a similar sector under one big marketing umbrella… and it’s a practice that’s really starting to take off.

Bringing companies together
Collaborative marketing, also called ‘horizontal’ or ‘fusion’ marketing, is the strategic alliance of two or more companies under a single marketing banner. In layman’s terms, it’s a case of ‘you scratch my back, I’ll scratch yours’. Read more…