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Partner-Marketing

In: Brand Evolution

Author

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  • Dennis Petersen

Abstract

Zusammenfassung In diesem Beitrag geht es darum, dem Leser einen fundierten Einblick in den Bereich Partner-Marketing zu geben. Das Partner-Marketing als eigenständiger Kanal im Online-Marketing-Mix ist eine noch relativ junge Betrachtungsweise und daher werden die einzelnen Bereiche vorgestellt: Affiliate-Marketing, direkte Kooperationen, Brand-zu-Brand-Kooperationen, Influencer. Zudem erfolgt eine Bewertung der jeweiligen Bereiche im Hinblick auf eine mögliche Markenführung. Der Schwerpunkt innerhalb dieses Beitrags liegt auf dem Bereich Affiliate-Marketing, da sich dieses in der Praxis oftmals direkt zum Partner-Marketing weiterentwickelt hat und zudem einen großen Anteil im gesamten Partner-Marketing einnimmt – sowohl in der Steuerung als auch in Bezug auf Budget- und Umsatzrelevanz.

Suggested Citation

  • Dennis Petersen, 2022. "Partner-Marketing," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 577-595, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_25
    DOI: 10.1007/978-3-658-35916-4_25
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