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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.