Why is free money that can be used on local search marketing being left on the table?

Up to $35 billion of co-op funds go unused every year. Wesley Young of the LSA takes a look at trends in the use of co-op funds, challenges and threats arising from digital media and opportunities to make co-op work for you.

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From http://feeds.marketingland.com/~r/mktingland/~3/nHG6p8VoOpE/free-money-can-used-local-search-marketing-left-table-197447

source https://jessicaevieblog.wordpress.com/2016/11/09/why-is-free-money-that-can-be-used-on-local-search-marketing-being-left-on-the-table/