Cross marketing is an alliance between two or more than two companies with the objective of tapping full market potential thorough bundling of specific resources. This is a very sensible option especially when there is scope for utilization of the combined resources of the different companies in order to meet specific marketing goals quite effectively, providing a solid performance measure with regards to the end customer. This kind of combined venture makes for a complete win-win situation for all the parties concerned the companies who are participating as well as the end customer. This kind of partnership is gaining momentum by leaps and bounds.