Even though it can be argued that affiliate marketing is an old phenomenon, in a rapidly changing online business environment, it is still a new and developing business area. This highly topical book contains a thorough analysis of affiliate marketing, including theoretical and practical considerations.
Strategic Affiliate Marketing acts as a unique guide for both practitioners and academics on how to approach affiliate marketing. The authors explain the core values as well as challenging and combining established marketing theories in the light of new online marketing activities, taking into account the characteristics of the Internet and interactions among various participants and agents. Rather than arguing the rights and wrongs in absolute terms, this book presents a strategy for engaging in affiliate marketing. The authors also examine what considerations should be taken into account before doing so, as well as investigating how to optimise resources once fully active in this area.
This fascinating book focuses on how to build long term relationships with online partners, while gaining value and optimising resources. As such, it will be of special interest to academics and students of management, marketing and business. Online advertisers and online media will also find this a valuable tool with which to understand the potential of their online return of investment.
Simon Goldschmidt, formerly of TradeDoubler, Copenhagen, Denmark, Sven Junghagen, Department of Management, Politics and Philosophy, Copenhagen Business School, Denmark and Uri Harris, McKinsey & Co., Copenhagen, Denmark
Contents: Preface Part I: The Basics of Internet Marketing 1. Internet - A New Marketing Arena 2. Understanding Internet Customers Part II: What is Affiliate Marketing? 3. Affiliate Marketing Networks 4. Value Creation in Affiliate Marketing Part III: Strategic Considerations 5. Affiliate Considerations 6. Marketer Considerations 7. Explanation Model References Index