Alliance marketing is joining two or more organizations on the purpose of sharing marketing strategy, promoting concepts, services or products.[1] Basically, alliance marketing can imply to any business as long as it finds an organization that has a mutual goal.[2]
Alliance Marketing is similar to Joint Venture Marketing.[3] Except it does not always involve the creation of a new company or brand in the right to sell its product or service.[4]
Alliance marketing is also used where a group of companies often in new technology areas come together to sell the technology concept.[5] An alliance will always have a common theme which all stakeholders can benefit from.[6] Stakeholders stands for are groups of individuals within whom the organisation has interacts and has interdependency.[7]
History
Alliance marketing is built for controlling organisation's marketing cost.[8] Distinctive from coexisting marketing, which is based on the game,[4] alliance marketing is based on strategic perspective considering organisation marketing operation, from the interior to exterior resources.[9] Exterior resources can be, for example, organisation's public relation, environmental resources, supplier, political environment.[10]
The role of alliance marketing is to provide the organisation a way to promote its product while producing, advertising and making pricing strategy.[11] The earliest alliance marketing is in the form of marketing economic union, price alliance and service alliance.[12]
Types of alliance
Alliances of non-competitive businesses.
This is alliance form when two or more organisation join together to offer end-to-end service to the same customer.[13] For example, auto-repair business joins together to serve the customer.[2]
Destination alliances
This is where tourism industry organisation merge marketing resources to promote their location or destination to tourism.[14] For example, the tourism industry in South Pacific where individual organisation have weak marketing resources, corporate to promote eco-tourism.[15]
Technology alliances
This is a form to advertise new devices or concept, and to join resources and marketing power together.[16] The alliance used to avoid failure to compete with alternative technology and ensure they have the chance to research and develop the technology.[17]
Alliances to expand into new markets
It is useful when an organisation requires a huge investment of resources and to develop new distribution channels. For example, organisation establish an international market needs an alliance to a local company to enter the new foreign market.[18]
Domestic expansion
This forms of alliance help the organisation expand domestically by having more resources and marketing power.[19] 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.[20] Another example can be an alliance by the Japanese company between Sony and Ericsson corporation to sell mobile phones together.[21]
Why use alliance marketing
Gain access to different customer by combining the marketing resources, which include targeting consumers together.[22]
Gain specialist knowledge and marketing methods.[23]
Gain access to new market, for example, entering a new market in another country.[26]
Marketing economic alliance
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.[27]
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.[28]
Marketing alliance is the outcome of marketing economic alliance, it helps to better adapt to changing market environment, raise marketing power.[citation needed]
References
^Mercer, D. (1999). Marketing: the encyclopedic dictionary. Oxford [etc.]: Blackwell.
^ abGamble, C. (n.d.). Joint Venture: The Nation's Most Influential Sourcebook On Joint venture Agreement, Online Business Ideas, Starting A Business, Joint Venture Partnership and More. p.17.
^Lambe, C. J.; Spekman, R. E.; Hunt, S. D. (2002). "Alliance Competence, Resources, and Alliance Success: Conceptualization, Measurement, and Initial Test". Journal of the Academy of Marketing Science. 30 (2): 141–58. doi:10.1177/03079459994399. S2CID167414910.
^Polonsky, Michael Jay, ed. (2005). "Stakeholder thinking in marketing". European Journal of Marketing. 39 (9/10). Bradford, England: Emerald Group Pub. ISBN1-84544-592-9. ISSN0309-0566.[page needed]
^Li, Ning; Boulding, William; Staelin, Richard (2009). "General alliance experience, uncertainty, and marketing alliance governance mode choice". Journal of the Academy of Marketing Science. 38 (2): 141–58. doi:10.1007/s11747-009-0154-0. S2CID167756784.
^Drummond, G. and Ensor, J. (2005). Introduction to Marketing Concept. Elsevier.
^Harrington, H. (2007). Resource Management Excellence: The Art of Excelling in Resource and Assets Management. Paton Professional, p.131.
^Samuelsen, Bendik Meling; Olsen, Lars Erling; Keller, Kevin Lane (2014). "The multiple roles of fit between brand alliance partners in alliance attitude formation". Marketing Letters. 26 (4): 619–29. doi:10.1007/s11002-014-9297-y. S2CID144086419.
^Aswathappa, K. (2008). International business. New Delhi: Tata McGraw Hill Education.[page needed]
^Valliani, A., Kapur, A., Joseph, D. and Rakhit, A. (2008). Network for alliance marketing. US7324962 B1.
^Kozak, M., Gnoth, J. and Andreu, L. (2010). Advances in tourism destination marketing. London: Routledge.
^Palmer, Adrian; Bejou, David (1995). "Tourism destination marketing alliances". Annals of Tourism Research. 22 (3): 616–29. doi:10.1016/0160-7383(95)00010-4.
^Woodside, A. (2010). Organizational culture, business-to-business relationships, and interfirm networks (Advances in business marketing & purchasing ; v. 16). Bingley, U.K.: Emerald.[page needed]
^Robson, Matthew J.; Dunk, Mark A.J. (1999). "Case study". International Marketing Review. 16 (3): 216–30. doi:10.1108/02651339910274701.
^Cumiskey, Kevin J.; Frankwick, Gary L.; Carlson, Brad D. (2011). "A Framework for Understanding New Product Alliance Success". Journal of Marketing Theory and Practice. 19: 7–26. doi:10.2753/mtp1069-6679190101. S2CID167632380.
^Donaldson, B. and O'Toole, T. (2002). Strategic market relationships. New York: Wiley.[page needed]
^Lee, Hyunchul; Kim, Dukyong; Seo, Minkyo (2013). "Market valuation of marketing alliances in East Asia: Korean evidence". Journal of Business Research. 66 (12): 2492–9. doi:10.1016/j.jbusres.2013.05.040.
^Bucklin, Louis P.; Sengupta, Sanjit (1993). "Organizing Successful Co-Marketing Alliances". Journal of Marketing. 57 (2): 32–46. doi:10.2307/1252025. JSTOR1252025.
