Cable, Retailers Team Up For Must-Have Marketing Strategies.(Dog Whisperer with pet supply company)(Brief article)

Multichannel News, March, 2006 by Kuhl, Craig

By Craig Kuhl Alice Foote MacDougall, a late 19th century coffee and tea merchant, once said, "In business, you get what you want by giving other people what they want." That philosophy fits the trend toward collaborative marketing. Cable companies and programmers take their attractive content and platforms to potential retail business partners, giving retailers what they want: the chance to append themselves to a popular brand or an expanding media opportunity.

It's a win-win business proposition. Whether it's pairing National Geographic Channel's The ...