Fusion marketing. What is it?

I found this interesting concept called “fusion marketing” that seemed pretty important, but rarely used by companies.
On entrepreneur.com there is such an example of a pizza place and a dry cleaners store that implemented fusion marketing. The customer that would go into the pizza place would see discount coupons for the dry cleaning place and vice-versa. This alliance would help both companies survive by sending traffic to each other.
In my country for example, there are only few businesses that actually do that, and many of them are owned by the same person. Most people are scared to engage in such activities for the fear of making the “opponent” stronger. But what they fail to realize is that fusion marketing is not meant to be done between direct competitors, but more between companies that aim towards the same target market.
A concrete example would be a strategic alliance between a wedding planner, a catering service and a bride dress store. Neither stores are in direct competition, since a wedding will require all of these services, but they nevertheless aim for the same target market: the future married couples.
Fusion marketing can occur in many forms, not only by discount coupons as I mentioned above. For example a joint mailing list that is incorporated in the store’s business card or printed on each of the store’s packaging material.

Source: www.entrepreneur.com