What is "Alliance Marketing" ? What are its importance and relevance in the competitive environment ?

 To get associates to sell a product or service. 

This term has a very wide secenrio, generally it means to get associate to sell a product or service. It is very fruitful, now a days we can see a lot of examples like Laptops are powered by INTEL processors, in the TV or internet add we see it is displayed as POWERED BY INTEL, the most recent example is the tie up between TATA MOTORS and FIAT motors, in which TATA provided its retail chain to sell the FIAT cars.

Regarding to importance I would like to say it is a saying already that UNITY always win !!

Alliance marketing is marketing activity undertaken by more than one company, jointly to promote and sell a concept, product or service which has benefit to all the associates including the stakeholders. Alliance Marketing enables to gain access to a non-competitive businesses’ customers. It helps to pool knowledge and expertise. The combined resources and efforts can reduce inefficiencies. Alliance Marketing can turn competitors into partners. It is one of the easiest way to reach new markets especially the global market.

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. Other examples can be found on Zednet.co.uk who list a number of articles which give further insight into the types of alliances which are created. 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.