I'm confused about strategic alliances and business marketing. Can you help?

DO Business marketing firms should always involve themselves in strategic alliances? Explain please?

Not necessarily.
This decision is based on competitors, as well as your company's position in the marketplace.

If you have a strategic alliance with a company that doesn't pull its weight, then your marketing strategy is going to be unsuccessful. If a competitor copies your company, and creates a strategic alliance with a bigger and better company, then it also hurts you.

On the other hand, if your company is desperate for new sales, a strategic alliance may help your cause.

Briefly explain the major decision areas for strategic planning in the international marketing?

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