Well, historically, it is a successful strategy – the Stark Kings bound much of the North together with marriages, the Lannisters and the Gardeners prevented war with the Andals through marriages, the Gardeners brought the Arbor and Oldtown into the Reach by marriage when war failed, the Rhoynar assimilated into Dorne through mass marriage, etc.
I suppose the major distinction is to what degree these marriages are embarked on by both sides (and I mean both the Houses and the married couple) as a means to peace.