The bottom line: for all the marketing hype, alliances aren't all things to all people—but everybody can get some benefit out of them.

底线是：对于所有的营销炒作，联盟并不是对所有人来说都是一切——但每个人都能从中受益。

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The alliances with major apparel licensees are, in many cases, strategic marketing alliances that speak to building the overall image of the league(s).

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Since the Asian crisis began, it has signed code-sharing marketing alliances with Germany's Lufthansa and with two Australasian carriers, Air New Zealand and Ansett.

ECONOMIST: Asian airlines

There are also plenty of other ways to develop a company's scientific and selling skills: research agreements, licensing arrangements and marketing alliances between drug companies, biotechnology firms and other bodies are all less traumatic than forcing two different corporate cultures into one bed.

ECONOMIST: Drug mergers are all the rage; but few make much sense