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Marketing partnership, also called Cooperative marketing is a collaborative and strategic effort between two or more companies or organizations to jointly promote their products, services, or brands. In a marketing partnership, each company contributes its unique strengths, resources, and capabilities to create a mutually beneficial relationship.The goal of international marketing partnership is to leverage the strengths and reach of each partnerin target markets, to boost performance, increase brand awareness, customer engagement,and ultimately, sales. By working together, partners can share the costs and risks of marketing initiatives, while also tapping into each other customer base and audienceIn fact, Marketing partnerships are becoming increasingly popular among AfricanBusinessesas a way to expand their reach, tap into new markets, and increase brandawareness. Yet, we have tried through this article to draw up an inventory of the notion of international Co Marketing activatedon the African continent, and more specifically among a sample of companies in member countries of the Economic Community of West African States (ECOWAS). through an empirical investigation. The objective is to decelerate the impact that the Marketing partnership brings on the economic performance and on the development of the African Company in the Years [2012-2017].Through an exploratory approach, the results of this study will focus on the challenges of the Moroccan-African relationship, by describingthe behavior of marketing partners in Africa and by identifying the key success factors of Co-Marketingin African companies.T he interest is to finally deduce its impact on the activity and performance of African companies |
