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Alliance marketing is the term used to describe marketing activity undertaken by more than one entity, jointly to promote and sell a concept, product or service which has benefit to all the stakeholders.

An example of Alliance Marketing is a Destination Alliance where hotels, restaurants and attractions come together to jointly fund and market their destination. The Stakeholders understand that by marketing their destination jointly and pooling their resources that the marketing impact they can achieve will be stronger and benighted all stakeholders in that location.

Other examples can be found on Zednet.co.uk who list a number of articles which give further insight into the types of alliances which are created.

Alliance Marketing is similar to Joint Venture Marketing except it does not always involve the creation of a company and brand in its own right to sell and market the product or service.

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 stakeholders can benefit from.