If British Air cashed out, it might form a marketing alliance with American.

From the start Centocor decided to fill its product pipeline through partnerships with research institutions and marketing alliances.

Baseball said it had signed on to the marketing alliance with Columbia to reach more young fans.

The two airlines also agreed to extend their marketing alliance, under which they coordinate schedules and combine frequent-flier programs, until 2025.

Will other financially shaky cruise lines fold, merge or form marketing alliances with bigger companies?

Executives from 15 international airlines gathered here today to welcome a new member to their marketing alliance.

Terms of the marketing alliance were not disclosed.

But campus environmentalists opposed the deal, forcing the student association to bow out of the marketing alliance in March 1998.

In fact, a series of big marketing alliances has bound food companies and television show producers like never before.

But the two airlines still have a strong marketing alliance that would help them compete against United and American.