Please allow me to take you back to the 1984 Summer Olympics. Head of the U.S. Olympic Committee, Peter Ueberroth bartered the promotional value of his Olympic logo for a mass of products and services needed by his staff and athletes. United Airlines provided free transportation, Buick the use of 500 autos, Fuji Film 250,000 rolls of film plus processing, and Levi Strauss and Converse clothing and shoes. Ueberroth even traded the logo for a swimming pool to be built by McDonald's. Bartering got more attention when Carl Icahn set up a deal to trade some $10 million of TV time he had acquired in exchange for products and promotions to aid his newly acquired but ailing TWA.
Bartering is coming of Age with the heavyweights like:Amoco,Goodyear,Caterpillar,3M,USX,Kmart and Pfizer. Marketers at Amoco saved the company's parent, Standard Oil of Indiana, the cost of steel piping, thanks to a carefully planned barter. They supplied the latter with chemicals, which were traded to Goodyear for rubber belting materials and later disposed of in another barter. Amoco was paid for the chemicals with trade credits, which Amoco passed up to Standard Oil. It used them in a cashless deal for the pipes.
I'm not real smart, but if the big guys are bartering why wouldn't everyone else barter?
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