Joint Marketing is an arrangement between two different entities, usually businesses, to create and manage a shared marketing campaign. It’s a mutually beneficial agreement that allows each party to capitalize on the visibility of the other, thereby increasing the reach of their joint campaign. The aim is to generate greater awareness and response than either party could achieve on their own. With joint marketing, each partner can make use of the other’s existing resources, as well as leverage their customer base and promotional activities to maximize effect. The relationship must be carefully managed in order to ensure that each partner receives fair compensation for their efforts and shares in any rewards.