Alliance marketing is joining two or more organizations on the purpose of sharing marketing strategy, promoting concepts, services or products.[1] Basically, alliance marketing can imply to any business as long as it finds an organization that has a mutual goal.[2]
Alliance Marketing is similar to Joint Venture Marketing.[3] Except it does not always involve the creation of a new company or brand in the right to sell its product or service.[4]
Alliance marketing is also used where a group of companies often in new technology areas come together to sell the technology concept.[5] An alliance will always have a common theme which all stakeholders can benefit from.[6] Stakeholders stands for are groups of individuals within whom the organisation has interacts and has interdependency.[7]
Alliance marketing is built for controlling organisation's marketing cost.[8] Distinctive from coexisting marketing, which is based on the game,[4] alliance marketing is based on strategic perspective considering organisation marketing operation, from the interior to exterior resources.[9] Exterior resources can be, for example, organisation's public relation, environmental resources, supplier, political environment.[10]
The role of alliance marketing is to provide the organisation a way to promote its product while producing, advertising and making pricing strategy.[11] The earliest alliance marketing is in the form of marketing economic union, price alliance and service alliance.[12]
This is alliance form when two or more organisation join together to offer end-to-end service to the same customer.[13] For example, auto-repair business joins together to serve the customer.[14]
This is where tourism industry organisation merge marketing resources to promote their location or destination to tourism.[15] For example, the tourism industry in South Pacific where individual organisation have weak marketing resources, corporate to promote eco-tourism.[16]
This is a form to advertise new devices or concept, and to join resources and marketing power together.[17] The alliance used to avoid failure to compete with alternative technology and ensure they have the chance to research and develop the technology.[18]
It is useful when an organisation requires a huge investment of resources and to develop new distribution channels. For example, organisation establish an international market needs an alliance to a local company to enter the new foreign market.[19]
This forms of alliance help the organisation expand domestically by having more resources and marketing power.[20] For example, the alliance between Pepsi and Starbucks create a bigger distribution network for ready-to-drink beverage, which gives revenue to both organisations without direct competition.[21] Another example can be an alliance by the Japanese company between Sony and Ericsson corporation to sell mobile phones together.[22]
Marketing economic alliance is a union that aims to units and organise marketing elite from a different region. To condense internet resources, organisation resources and personal resources all together, consequently, alliance marketing.[28]
Marketing economic alliance is in forms of combining industry or regional marketing method with resources and regional advantages. It is combining marketing knowledge, marketing examples, marketing practice, marketing idea together.[29]
Marketing alliance is the outcome of marketing economic alliance, it helps to better adapt to changing market environment, raise marketing power.[citation needed]