Alliance Marketing

Alliance Marketing

Alliance Marketing Jonathan Poland

Alliance marketing refers to a strategic partnership between two or more organizations in which they agree to collaborate on marketing efforts to achieve shared goals. These partnerships can involve a range of activities such as co-branding, cross-promotion, and joint marketing campaigns.

Alliance marketing can be an effective way for organizations to expand their reach, tap into new markets, and share resources and expertise. These partnerships can be particularly useful for smaller organizations that may not have the resources or knowledge to go it alone.

Alliance marketing partnerships can be formed between non-competing organizations or between competitors. Non-competing partnerships may involve organizations in complementary industries, such as a car manufacturer partnering with a car insurance company. Competitor partnerships, on the other hand, may involve organizations in the same industry collaborating on marketing efforts to achieve a common goal, such as reducing costs or increasing market share.

To be successful, alliance marketing partnerships require careful planning and execution. It is important for the participating organizations to clearly define their goals, roles, and responsibilities, and to establish a communication plan to ensure that the partnership runs smoothly. By working together, organizations can leverage the strengths and resources of their partners to achieve mutually beneficial results. The following are common types of marketing alliance:

Advertising such as a video commercial or poster with multiple brands.

Firms 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.

Licensing a song, cartoon character, personality rights, trademark or brand for use in your products or advertising.

Agreements 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.

Learn More…

Sales Quota Jonathan Poland

Sales Quota

A sales quota is a target for the revenue or units sold…

Is Greed Good? Jonathan Poland

Is Greed Good?

Greed is good is a paraphrased quote that originates with the 1987…

Professional Skills Jonathan Poland

Professional Skills

Professional skills are a combination of talents, abilities, knowledge, and character traits…

Blockchain Jonathan Poland


Blockchain is a type of distributed database that allows multiple parties to…

What is an Economic Bad? Jonathan Poland

What is an Economic Bad?

An economic bad refers to a negative outcome or impact that results…

Procurement Jonathan Poland


Procurement is the process of acquiring goods or services from external vendors…

Business Environment Jonathan Poland

Business Environment

The business environment refers to the external factors and conditions that can…

What is a Durable Product? Jonathan Poland

What is a Durable Product?

A durable product is a product that is designed to last for…

Economic Moat Jonathan Poland

Economic Moat

An economic moat is a concept in business strategy that refers to…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

What is Risk Communication? Jonathan Poland

What is Risk Communication?

Risk communication involves informing people about potential hazards and the steps that…

What is a Competitive Market? Jonathan Poland

What is a Competitive Market?

A competitive market is a type of market in which there are…

Implementation Risk Jonathan Poland

Implementation Risk

Implementation risk refers to the potential negative consequences that a business may…

Pricing Strategy Jonathan Poland

Pricing Strategy

Pricing strategy is the process of determining the right price for a…

Business Verbs Jonathan Poland

Business Verbs

Business verbs are action words that are commonly used in business communication…

Customer Satisfaction Jonathan Poland

Customer Satisfaction

Customer satisfaction is the practice of measuring how happy customers are with…

Long Tail Model Jonathan Poland

Long Tail Model

The long tail refers to a business model that allows a large…

Product Markets Jonathan Poland

Product Markets

A product market is a venue where buyers and sellers can exchange…

Feasibility Analysis Jonathan Poland

Feasibility Analysis

Feasibility analysis is the process of evaluating the potential of a proposed…