Marketing Alliance

Definition: a Marketing Alliance is a strategic alliance focusing on marketing. Strategic marketing alliances are an instrument for companies with complementary strengths to penetrate into a certain market more effectively and efficiently than any alliance partner could manage on its own. The alliance allows the companies to minimize the risks relating to their technological, market, or competitive environments and is typically based on long-term relationships and mutual trust.
There are four major categories:
- Product or service alliances
- Promotional alliances
- Logistics alliances
- Pricing collaborations

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