Strategic Affiliate Marketing (Paperback)

~ (Author), Sven Junghagen (Author), Uri Harris (Author)

Editorial Reviews

Review

"'The book tackles a new business logic with "refreshing" assumptions and "valued creation" in itself...' - Luiz Moutinho, University of Glasgow, UK"

Product Description

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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Product Details

• Paperback: 192 pages
• Publisher: Edward Elgar Pub (September 4, 2004)
• Language: English
• ISBN-10: 1845420217
• ISBN-13: 978-1845420215
• Product Dimensions: 9.1 x 6.1 x 0.6 inches
• Shipping Weight: 10.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #2,073,932 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

1.0 out of 5 stars Reviews written by ringers, December 31, 2004

By	Jen - See all my reviews

The phony "5 Star" reviews all reference the "usefulness to academics" angle of this book, suspiciously the same lingo used by the book's publicist. The one "0 Star" review is by a real Internet marketer. I too am a real Internet marketer and I can tell you I am *not* interested in theory, I am interested in results. I agree with the previous reviewer that Declan Dunn or Shawn Collins would indeed be far more useful. I also enjoyed the comment by the "student" who says he does not usually buy expensive books. Gee, when I was a student, that's all I did was buy expensive books - where do you go to school? Save your money on this one, folks.

3 of 5 people found the following review helpful:

5.0 out of 5 stars Excellent theoretical overview of why affiliate mktg matters, November 11, 2003

By	"napraforgo" (Budapest Hungary) - See all my reviews

This review is from: Strategic Affiliate Marketing (Hardcover)

I am currently writing my thesis on pay-for-performance marketing, and this book was a godsend. It is the first very comprehensive overview of affiliate marketing examined in the context of online marketing as a whole. It has strategic advice for marketers and affiliates as well, but the real strength of the book is in the piece-by-piece analysis of every aspect of affiliate marketing, from the affiliate's, the merchant's and the service provider's point of view. It's helpful if you're researching online marketing, and it's helpful if you're in the business as a merchant or affiliate and would like to learn more about what makes affiliate marketing work.

Don't let the price scare you, this book offers real value for every single dollar you spend on it. I am a student, so i rarely buy expensive books, but this one was worth it. :)

1 of 2 people found the following review helpful:

5.0 out of 5 stars Strong contribution to the field of Affiliate Marketing, November 19, 2003

By A Customer

This review is from: Strategic Affiliate Marketing (Hardcover)

This book gives a profound insight in the mechanisms of affiliate marketing - in theory and in practice. Both affiliates and advertisers in all sizes and industries will benefit from the considerations made in this book. Additionally, the book is presented at a highly accademic level challanging existing marketing theories in a developing marketing arena.