Alliance Marketing is marketing activity undertaken by more than one entity,
jointly to promote and sell a concept, product or service
which has benefit to all the stakeholders.
An example of alliance marketing is a Destination Alliance where
hotels, restaurants and attractions come together to jointly fund and market
their destination. The stakeholders understand that by marketing their
destination jointly and pooling their resources that the marketing impact they
can achieve will be stronger and benighted all stakeholders in that location.
Alliance Marketing is similar to Joint Venture Marketing except
it does not always involve the creation of a company and brand in its own right
to sell and market the product or service.
Alliance marketing is also used where a group of companies often in new
technology areas come together to sell the technology concept. An alliance will
always have a common theme which all stakeholders can benefit from.
e-mail : pratheepvasudev@gmail.com
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