Alliance marketing is built for controlling organisation's marketing cost. 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.
