Alliance marketing is an agreement to enter into a shared marketing strategy between two or more organizations. Such agreements are typically between non-competing firms but can also include agreements between competitors. The following are common types of marketing alliance:
AdvertisingAdvertising such as a video commercial or poster with multiple brands.
CausesFirms that support social or environmental causes with joint initiatives.
Distribution Agreements An agreement to distribute another firm's products. A common strategy to reach international markets without the cost of developing a distribution network.
LicensingLicensing a song, cartoon character, personality rights, trademark or brand for use in your products or advertising.
PromotionAgreements for joint sales and promotional strategies such as a destination marketing agreement between an airline and a local tourism marketing board. The ads of the airline may feature the destination and the ads of the tourism board may feature the airline's brand symbols.
Press Releases It is common for firms to issue joint press releases that highlight some shared initiative. In many cases, these are successful at generating media and social media attention.
Product Development One product that features another such as a car that has premium brand speakers.
Technology Alliances Firms that share technology standards in hopes of improving the chances of widespread adoption.
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