Channels, media & distribution · Core
Partnership marketing
Also called: co-marketing
ELI5
Joint marketing between organisations to reach shared or complementary audiences.
Used in conversation
“Which audience, channel and period does partnership marketing cover?”
Pitch context
You will see “Partnership marketing” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches channels, media & distribution.
Why it matters: In channels, media & distribution, a loose definition can change rights, obligations, approval, disclosure or enforceability.
Caution
Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.
Sources & evidence · 5
Direct term-level sources and supporting source families.
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceDirect source · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- Google Analytics Help — Google Analytics dimensions and metricsSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16