Marketing in which two or more companies share their resources for mutual benefit is called fusion marketing. Here, firms cooperate with each other for achieving a common marketing and promotional goal. Although fusion marketing is popular among small companies, big companies also use it to reduce their advertising costs and to get more benefits with less expenditure. Fusion marketing is usually used by most of the companies to increase their brand value and to target a new customer base.

Fusion marketing is a strategy where two or more business firms come together to jointly share their resources for achieving a common marketing and promotional goal. It is an important strategy that integrates all the marketing activities to create a win-win situation for all the businesses that are involved. Fusion marketing enhances the coverage of advertisements and decreases the marketing budgets by distributing the marketing expenditure between one or more business partners. The purpose of fusion marketing is to work with other like-minded companies to achieve and exceed one's targets and sales goals. Fusion marketing takes into consideration all the aspects of business and finds the areas in which a collaborative effort will benefit the company. Fusion marketing is based on winning the competition through cooperation between the like-minded businesses. Fusion marketing allows companies to focus their energy on working together, instead of against one another. By using fusion marketing, a company can use time more efficiently, achieve growth and maximize business potential. Some forms of fusion marketing are collaborative marketing, tie-ins, link sharing, contact/lead exchange, and cooperative advertising. Fusion marketing also includes publicity, networking, advertising, sales and promotions.

Pampers the nappies brand of P&G announced a fusion partnership with UNICEF in Ireland. According to the partnership, P&G agreed to donate a free vaccine through UNICEF organization for every pack of P&G nappies purchased in Ireland. Both the organizations were benefitted by this fusion. P&G's sales increased and it could use the brand name of UNICEF to promote its brand through various media channels. On the other hand, UNICEF made more money, got free of cost publicity and a source to reach more number of people.

Microsoft has done a fusion partnership with a charity foundation to promote its Xbox 360 kiosks among children's hospital across America. Each kiosks of Microsoft was equipped with movies, games and a private nationwide network that allowed hospitalized children to chat and play with one another on these kiosks. Again a win-win situation for both the organizations.

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