41.   Separately, American Airlines forms an European marketing alliance with Swissair and Sabena World Airlines of Belgium.

42.   Separately, Amazon.com announced that it had expanded its marketing alliance with America Online.

43.   Separately, Digital and Microsoft announced jointly that they would hold a press conference Wednesday in San Francisco to announce an joint marketing alliance.

44.   Separately, J. Walter Thompson has formed a joint marketing alliance with Magnet Interactive Studios, an interactive multimedia development company in Washington.

45.   Since then, its rivals have begun to expand by buying single hotels, forging marketing alliances and signing franchising agreements.

46.   Some have suggested that American could form a juggernaut marketing alliance with British Airways.

47.   Stung by widespread criticism of its planned endorsement of Sunbeam health care products, the American Medical Association sought to abandon its marketing alliance with the company.

48.   Terms of the marketing alliance were not disclosed.

49.   That sets the stage for what could be an ugly confrontation harmful to both airlines and their marketing alliance, which both sides agree is lucrative.

50.   The companies will continue to pursue marketing alliances, they said.