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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.
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.
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