- Paperback: 192 pages
- Publisher: Edward Elgar Publishing Ltd (28 July 2004)
- Language English
- ISBN-10: 1845420217
- ISBN-13: 978-1845420215
- Product Dimensions: 23 x 15.4 x 1.6 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,192,151 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
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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Customer Reviews
Most Helpful Customer Reviews
2 of 6 people found the following review helpful
Format:Hardcover
The book describes what Affiliate marketing is, and how to use it in the marketing mix. It open my eyes to a new way of thinking in terms of seeing the media as partners with focus on sharing the added value generated of working together.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
5 reviews
3 of 4 people found the following review helpful
Reviews written by ringers
31 Dec 2004
Format:Paperback
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.
4 of 6 people found the following review helpful
Excellent theoretical overview of why affiliate mktg matters
11 Nov 2003
Format: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. :)
more than an academic study
16 Nov 2009
Format:Paperback|Amazon Verified Purchase
I read an excerpt from this book on Google before purchasing this excellent book. I found it to be more than a scholarly tome on affiliate marketing. Indeed it ties together traditional marketing theory and how it has morphed on the Internet; which I find valuable. I have read other books on affiliate marketing and find this book adds the depth sorely lacking in them. As an affiliate marketer myself, I noticed the negative reviews seem to come from the people who want to be told xyz to "make millions of dollars overnight" crowd. To me, the make money fast affiliate marketers are the crabgrass of the Internet, diluting the efforts we affiliate marketers desiring to provide true value and real products to consumers are trying to make.
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