ALLIANCE MARKETING: A STRATEGY TOWARDS SUSTAINABILITY, GROWTH AND DEVELOPMENT

Dr. D. Harikishan Reddy

Dr. D. Harikishan Reddy Professor & Head of Department, Vaagdevi Institute of Technology and Science, Andhra Pradesh, India.

Keywords: Alliance Marketing, Cost Reduction, Competitive Advantage

Abstract

Alliance marketing is marketing activity undertaken by more than one company, jointly to promote and sell a concept, product or service, which has benefit to all the associates including the stakeholders. Alliance Marketing enables to gain access to non-competitive businesses’ customers. It helps to pool knowledge and expertise. The combined resources and efforts can reduce inefficiencies. Alliance Marketing can turn competitors into partners. It is one of the easiest ways to reach new markets especially the global market. The aim of this paper is to have an insight into the concept alliance marketing and its importance. The paper also focus on how the organizations benefited by alliance marketing strategy towards strengthening its position in the market.

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