Promotional allowance programs such as market development funds (MDF) or cooperative marketing/advertising (Co-Op) are a staple in a marketing tool set to support indirect-sales
channels. So, why is it so hard to settle on a management solution? In most cases, this is
because marketers lack a clear understanding of what is needed—for today and into tomorrow—
as well as the means to evaluate alternatives against those needs. We hope to address that
here. The practical tips outlined here will help you understand your requirements by assessing the
commonalities of MDF/Co-Op solutions.
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