105:
This forms of alliance help the organisation expand domestically by having more resources and marketing power. 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.
45:
Alliance marketing is built for controlling organisation's marketing cost. Distinctive from coexisting marketing, which is based on the game, alliance marketing is based on strategic perspective considering organisation marketing operation, from the interior to exterior resources. Exterior resources
75:
This is where tourism industry organisation merge marketing resources to promote their location or destination to tourism. For example, the tourism industry in South
Pacific where individual organisation have weak marketing resources, corporate to promote eco-tourism.
84:
This is a form to advertise new devices or concept, and to join resources and marketing power together. The alliance used to avoid failure to compete with alternative technology and ensure they have the chance to research and develop the technology.
136:
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.
140:
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.
49:
The role of alliance marketing is to provide the organisation a way to promote its product while producing, advertising and making pricing strategy. The earliest alliance marketing is in the form of marketing
33:
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
67:
This is alliance form when two or more organisation join together to offer end-to-end service to the same customer. For example, auto-repair business joins together to serve the customer.
382:
Samuelsen, Bendik Meling; Olsen, Lars Erling; Keller, Kevin Lane (2014). "The multiple roles of fit between brand alliance partners in alliance attitude formation".
212:
Joint
Venture: The Nation's Most Influential Sourcebook On Joint venture Agreement, Online Business Ideas, Starting A Business, Joint Venture Partnership and More
23:, promoting concepts, services or products. Basically, alliance marketing can imply to any business as long as it finds an organization that has a mutual goal.
602:
249:
Lambe, C. J.; Spekman, R. E.; Hunt, S. D. (2002). "Alliance
Competence, Resources, and Alliance Success: Conceptualization, Measurement, and Initial Test".
144:
Marketing alliance is the outcome of marketing economic alliance, it helps to better adapt to changing market environment, raise marketing power.
321:
Li, Ning; Boulding, William; Staelin, Richard (2009). "General alliance experience, uncertainty, and marketing alliance governance mode choice".
233:
619:
37:
can benefit from. Stakeholders stands for are groups of individuals within whom the organisation has interacts and has interdependency.
297:
97:. For example, organisation establish an international market needs an alliance to a local company to enter the new foreign market.
106:
Another example can be an alliance by the
Japanese company between Sony and Ericsson corporation to sell mobile phones together.
30:
Marketing. Except it does not always involve the creation of a new company or brand in the right to sell its product or service.
717:
Cumiskey, Kevin J.; Frankwick, Gary L.; Carlson, Brad D. (2011). "A Framework for
Understanding New Product Alliance Success".
645:
Bicen, Pelin; Hunt, Shelby D. (2012). "Alliance market orientation, new product development, and resource advantage theory".
477:
603:
http://articles.economictimes.indiatimes.com/2007-10-02/news/28451603_1_starbucks-coffee-starbucks-stores-starbucks-outlets
765:
Lee, Hyunchul; Kim, Dukyong; Seo, Minkyo (2013). "Market valuation of marketing alliances in East Asia: Korean evidence".
833:
558:
447:
178:
115:
Gain access to different customer by combining the marketing resources, which include targeting consumers together.
672:
Swaminathan, Vanitha; Moorman, Christine (2009). "Marketing
Alliances, Firm Networks, and Firm Value Creation".
559:"Market Expansion and Productivity Growth: Do New Domestic Markets Matter as Much as New International Markets?"
46:
can be, for example, organisation's public relation, environmental resources, supplier, political environment.
94:
34:
681:
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http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/Sony%20Ericsson%20Mobile%20Music.htm
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It is useful when an organisation requires a huge investment of resources and to develop new
801:
792:
Bucklin, Louis P.; Sengupta, Sanjit (1993). "Organizing
Successful Co-Marketing Alliances".
774:
726:
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539:
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391:
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520:(Advances in business marketing & purchasing ; v. 16). Bingley, U.K.: Emerald.
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Management Excellence: The Art of Excelling in Resource and Assets Management
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342:
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27:
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Organizational culture, business-to-business relationships, and interfirm networks
448:
http://www.marketing-schools.org/types-of-marketing/alliance-marketing.html#link1
179:
http://www.marketing-schools.org/types-of-marketing/alliance-marketing.html#link1
127:
Gain access to new market, for example, entering a new market in another country.
490:
Palmer, Adrian; Bejou, David (1995). "Tourism destination marketing alliances".
730:
616:
Sony
Ericsson's Mobile Music Strategy|Business Strategy|Case Study|Case Studies
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543:
395:
334:
307:
262:
474:
South Pacific Destination Alliance » Sustainable Travel International
695:
284:
Polonsky, Michael Jay, ed. (2005). "Stakeholder thinking in marketing".
813:
805:
196:
http://yourbusiness.azcentral.com/joint-venture-marketing-11514.html
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is joining two or more organizations on the purpose of sharing
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Valliani, A., Kapur, A., Joseph, D. and Rakhit, A. (2008).
530:
Robson, Matthew J.; Dunk, Mark A.J. (1999). "Case study".
631:Richey, L., & Ponte, Stefano, editor. (2015).
444:Alliance Marketing | What is Alliance Marketing?
226:Strategic alliances & marketing partnerships
175:Alliance Marketing | What is Alliance Marketing?
118:Gain specialist knowledge and marketing methods.
647:Journal of Business & Industrial Marketing
563:Journal of Economics & Management Strategy
292:(9/10). Bradford, England: Emerald Group Pub.
8:
459:Kozak, M., Gnoth, J. and Andreu, L. (2010).
206:
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323:Journal of the Academy of Marketing Science
251:Journal of the Academy of Marketing Science
224:Gibbs, Richard; Humphries, Andrew (2009).
685:
574:
461:Advances in tourism destination marketing
719:Journal of Marketing Theory and Practice
420:. New Delhi: Tata McGraw Hill Education.
63:Alliances of non-competitive businesses.
633:New actors and alliances in development
153:
54:, price alliance and service alliance.
751:Donaldson, B. and O'Toole, T. (2002).
162:Marketing: the encyclopedic dictionary
7:
597:timesofindia-economictimes, (2014).
557:Baldwin, John; Yan, Beiling (2012).
89:Alliances to expand into new markets
355:Drummond, G. and Ensor, J. (2005).
14:
635:(Third world quarterly (Series)).
357:Introduction to Marketing Concept
26:Alliance Marketing is similar to
576:10.1111/j.1530-9134.2012.00330.x
192:What Is Joint Venture Marketing?
121:Reduce cost by sharing resources
599:Starbucks rides home with Pepsi
472:Sustainabletravel.org, (2015).
442:Marketing-schools.org, (2015).
173:Marketing-schools.org, (2015).
753:Strategic market relationships
532:International Marketing Review
431:Network for alliance marketing
124:Share idea and responsibility.
1:
779:10.1016/j.jbusres.2013.05.040
286:European Journal of Marketing
767:Journal of Business Research
504:10.1016/0160-7383(95)00010-4
372:. Paton Professional, p.131.
132:Marketing economic alliance
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731:10.2753/mtp1069-6679190101
492:Annals of Tourism Research
110:Why use alliance marketing
659:10.1108/08858621211257365
544:10.1108/02651339910274701
396:10.1007/s11002-014-9297-y
335:10.1007/s11747-009-0154-0
614:Icmrindia.org, (2006).
416:Aswathappa, K. (2008).
368:Harrington, H. (2007).
418:International business
263:10.1177/03079459994399
228:. London: Kogan Page.
516:Woodside, A. (2010).
164:. Oxford : Blackwell.
95:distribution channels
71:Destination alliances
794:Journal of Marketing
696:10.1509/jmkg.73.5.52
674:Journal of Marketing
463:. London: Routledge.
190:Morello, R. (2015).
80:Technology alliances
210:Gamble, C. (n.d.).
160:Mercer, D. (1999).
834:Marketing strategy
755:. New York: Wiley.
101:Domestic expansion
21:marketing strategy
17:Alliance marketing
618:. Available at:
601:. Available at:
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446:. Available at:
384:Marketing Letters
235:978-0-7494-5484-5
177:. Available at:
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