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Alliance marketing is joining two or more organization on the purpose of sharing marketing strategy, promoting concepts, services or products.〔Mercer, D. (1999). ''Marketing: the encyclopedic dictionary''. Oxford (): Blackwell.〕 Basically, alliance marketing can imply to any business as long as it finds an organization that has a mutual goal.〔Marketing-schools.org, (2015). ''Alliance Marketing | What is Alliance Marketing?''. () Available at: http://www.marketing-schools.org/types-of-marketing/alliance-marketing.html#link1 (21 Oct. 2015 ).〕 Alliance Marketing is similar to Joint Venture Marketing.〔Morello, R. (2015). ''What Is Joint Venture Marketing?''. () Business & Entrepreneurship - azcentral.com. Available at: Alliance marketing is also used where a group of companies often in new technology areas come together to sell the technology concept.〔Gibbs, R. and Humphries, A. (2009). ''Strategic alliances & marketing partnerships''. London: Kogan Page.〕 An alliance will always have a common theme which all stakeholders can benefit from.〔Lambe, C., Spekman, R. and Hunt, S. (2002). Alliance Competence, Resources, and Alliance Success: Conceptualization, Measurement, and Initial Test. ''Journal of the Academy of Marketing Science'', 30(2), pp.141-158.〕 Stakeholders stands for are groups of individuals within whom the organisation has interacts and has interdependency.〔Polonsky, M. (2005). ''Stakeholder thinking in marketing''. Bradford, England: Emerald Group Pub.〕 == History == Alliance marketing is built for controlling organisation's marketing cost.〔Li, N., Boulding, W. and Staelin, R. (2009). General alliance experience, uncertainty, and marketing alliance governance mode choice. ''J. of the Acad. Mark. Sci.'', 38(2), pp.141-158.〕 Distinctive from coexisting marketing, which is based on the game,〔Gamble, 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.〕 alliance marketing is based on strategic perspective considering organisation marketing operation, from the interior to exterior resources.〔Drummond, G. and Ensor, J. (2005). ''Introduction to Marketing Concept''. Elsevier.〕 Exterior resources can be, for example, organisation's public relation, environmental resources, supplier, political environment.〔Harrington, H. (2007). ''Resource Management Excellence: The Art of Excelling in Resource and Assets Management''. Paton Professional, p.131.〕 The role of alliance marketing is to provide the organisation a way to promote its product while producing, advertising and making pricing strategy.〔Samuelsen, B., Olsen, L. and Keller, K. (2014). The multiple roles of fit between brand alliance partners in alliance attitude formation. ''Marketing Letters''.〕 The earliest alliance marketing is in the form of marketing economic union, price alliance and service alliance.〔Aswathappa, K. (2008). ''International business''. New Delhi: Tata McGraw Hill Education.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Alliance marketing」の詳細全文を読む スポンサード リンク
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