</s> ▁Alliance ▁market ing ▁is ▁joining ▁two ▁or ▁more ▁organizations ▁on ▁the ▁purpose ▁of ▁sharing ▁market ing ▁strategy , ▁prom oting ▁concepts , ▁services ▁or ▁products . ▁Basically , ▁al liance ▁market ing ▁can ▁imply ▁to ▁any ▁business ▁as ▁long ▁as ▁it ▁finds ▁an ▁organization ▁that ▁has ▁a ▁mut ual ▁goal . ▁ ▁Alliance ▁Mark eting ▁is ▁similar ▁to ▁J oint ▁Vent ure ▁Mark eting . ▁Ex cept ▁it ▁does ▁not ▁always ▁involve ▁the ▁creation ▁of ▁a ▁new ▁company ▁or ▁brand ▁in ▁the ▁right ▁to ▁sell ▁its ▁product ▁or ▁service . ▁ ▁Alliance ▁market ing ▁is ▁also ▁used ▁where ▁a ▁group ▁of ▁companies ▁often ▁in ▁new ▁technology ▁areas ▁come ▁together ▁to ▁sell ▁the ▁technology ▁concept . ▁An ▁al liance ▁will ▁always ▁have ▁a ▁common ▁theme ▁which ▁all ▁st ake hold ers ▁can ▁benefit ▁from . ▁St ake hold ers ▁stands ▁for ▁are ▁groups ▁of ▁individuals ▁within ▁whom ▁the ▁organisation ▁has ▁interact s ▁and ▁has ▁inter dependency . ▁ ▁History ▁ ▁Alliance ▁market ing ▁is ▁built ▁for ▁cont rolling ▁organisation ' s ▁market ing ▁cost . ▁Dist inct ive ▁from ▁co ex isting ▁market ing , ▁which ▁is ▁based ▁on ▁the ▁game , ▁al liance ▁market ing ▁is ▁based ▁on ▁strateg ic ▁perspective ▁considering ▁organisation ▁market ing ▁operation , ▁from ▁the ▁interior ▁to ▁exterior ▁resources . ▁Ex terior ▁resources ▁can ▁be , ▁for ▁example , ▁organisation ' s ▁public ▁relation , ▁environmental ▁resources , ▁supp lier , ▁political ▁environment . ▁ ▁The ▁role ▁of ▁al liance ▁market ing ▁is ▁to ▁provide ▁the ▁organisation ▁a