Strategic affiliate marketing

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.

Author Notes

Simon Goldschmidt is at TradeDoubler, Copenhagen
Sven Junghagen is in the Department of Management, Politics and Philosophy at Copenhagen Business School
Uri Harris is at McKinsey & Co., Copenhagen, Denmark

Preface	p. vii
About the authors	p. viii
Part I The Basics of Internet Marketing	p. 1
1 Internet--A New Marketing Arena	p. 5
1.1 The new economy: myth or fact?	p. 5
1.2 A new business logic?	p. 8
1.3 Advertising on the Internet--a retrospection	p. 12
1.4 An introduction to affiliate marketing	p. 13
1.5 The aim of the book	p. 16
1.6 Outline of the book	p. 18
1.7 Key definitions	p. 19
2 Understanding Internet Customers	p. 21
2.1 Consumer behaviour	p. 22
2.2 Marketing communications	p. 27
2.3 Business customers	p. 30
2.4 The Internet and the users	p. 34
2.5 Chapter conclusion	p. 38
Part II What Is Affiliate Marketing?	p. 39
3 Affiliate Marketing Networks	p. 43
3.1 Basic principles of affiliate marketing	p. 43
3.2 In-house vs. brokered affiliate marketing	p. 45
3.3 The affiliate marketing network	p. 47
3.4 Participants	p. 48
3.5 Interactions	p. 58
3.6 Network characteristics	p. 64
3.7 Chapter conclusion	p. 73
4 Value Creation in Affiliate Marketing	p. 75
4.1 Brand	p. 76
4.2 Performance-based payment	p. 80
4.3 Technology platform	p. 86
4.4 Information	p. 90
4.5 Brokerage	p. 93
4.6 Context-based sales	p. 94
4.7 End-user relations	p. 97
4.8 Network relations	p. 102
4.9 Chapter conclusion	p. 105
Part III Strategic Considerations	p. 109
5 Affiliate Considerations	p. 115
5.1 Affiliate considerations--corporate and business level	p. 115
5.2 Affiliate considerations--operational level	p. 118
6 Marketer Considerations	p. 123
6.1 Marketer considerations--corporate and business level	p. 123
6.2 Marketer considerations--operational level	p. 126
6.3 Chapter conclusion	p. 137
7 Explanation Model	p. 140
7.1 Values, roles, and considerations	p. 140
7.2 Affiliate marketing models	p. 146
7.3 Effects of affiliate marketing	p. 153
7.4 Taking affiliations one step further	p. 154
7.5 The future of affiliate marketing	p. 159
References	p. 163
Index	p. 169

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Author Notes

Table of Contents