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A marketing co-operation or marketing cooperation is a partnership of at least two companies on the value chain level of marketing with the objective to tap the full potential of a market by bundling specific competences or resources. Other terms for marketing co-operation are marketing alliance, marketing partnership, co-marketing, and cross ...
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [1] Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The typical co ...
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]
Co-promotion is a marketing practice that allows two or more companies to combine their sales force in order to promote a product under the same brand name and price with a single marketing strategy. [1] It is considered as one of the two major forms of joint marketing (Kalb 1988). Co-marketing is the other form and these terms are often ...
Types of Strategic Alliances. The main way to apply cooperative strategies are through strategic alliances in which firms use their resources and knowledge to create a competitive advantage. [2] There are three types of strategic alliances. Joint venture [6] Equity strategic alliance [7] Nonequity strategic alliances [8]
The co-creation of a company and consumers are contained in the co-marketing. Co-creation is a management initiative, or form of economic strategy, that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome. [8]
A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance.. Companies typically pursue joint ventures for one of four reasons: to access a new market, particularly emerging market; to gain scale efficiencies by combining assets and operations; to share risk for major investments or ...
A strategic alliance is an agreement between two or more players to share resources or knowledge, to be beneficial to all parties involved. It is a way to supplement internal assets, capabilities and activities, with access to needed resources or processes from outside players such as suppliers, customers, competitors, companies in different industries, brand owners, universities, institutes ...