Abstract: A process and system are provided for coupon distribution that weights the coupon value to customer frequency and purchase behavior is provided. A collaborative marketing system for dissimilar vendors is provided. The system facilitates coordination between vendors with one another by offering promotions and coupons to customers from dissimilar vendors that offer noncompeting products or services. In embodiments appropriate incentives are generated, to entice customers to visit previously untried or infrequently visited associate vendors, thereby increasing revenues for an associate vendor. The system allows a business to automatically control the cost of discounts, and the allocation of discounts among different categories of customers and potential customers and is operative in instances when the dissimilar vendors are proximal store fronts, as well as geographically remote store fronts and web-based businesses.