Connivance in marketing refers to the deliberate and secretive cooperation between two or more parties in order to achieve a mutual benefit or advantage in the marketplace. This can involve actions such as colluding to fix prices, sharing confidential information, or engaging in deceptive practices to gain an unfair advantage over competitors. Connivance in marketing is often seen as unethical and can lead to legal consequences, as it undermines fair competition and consumer trust. It is important for businesses to maintain transparency and integrity in their marketing strategies to avoid any accusations of connivance.