Partnership marketing: how to grow your business and transform your brand through smart collaboration

INDICE: Acknowledgments. Preface. Introduction: Welcome to the World of Partnership Marketing. Marketing Partnerships Are Not Business Partnerships. Marketing to Businesses Differs From Marketing To Consumers. With B2B, the End Customer Uses a More Formal Buying Process. Partner Motivations Are Different. How You Can Add Partnership Marketing To Your Existing Marketing Mix. Direct Marketing. Sales Promotion. Advertising. Branding. Retail. Chapter 1: U nderstanding Partnership Marketing. Distribution Marketing Partnerships. Bundling. Cross-Marketing. Added-Value Marketing Partnerships. Affinity Marketing Programs. Customized Affinity Programs. Generic Affinity Programs. Affiliate Marketing Networks. Content Marketing Programs. Sponsorship Marketing. Licensing Programs. Loyalty Marketing Programs. Components of a Successful Loyalty Marketing Strategy. Co-Marketing. Store Within a Store and Co-Branded Stores. Chapter 2: L everaging Partnership Marketing Assets. Your Brand. Audience and Customers. Well-Defined Target Audience and Customers. Regular Frequency of Interaction. Volume or Size. Marketing Vehicles. Online and Digital Marketing Vehicles. Traditional Marketing Vehicles. Some Case Studies. Meredith Corporation. crowdSPRING.com. Cocktail Marketing. Chapter 3: U sing Partnership Marketing to GenerateRevenue and Decrease Costs. New Customer Acquisition. Cost per Acquisition (CPA). How to Track a Partnership Marketing Program. How to Achieve Customer Growth While Reducing CPA. Increasing Average Transactional Value (AT V) from Customers. Increasing the Average Number of Transactions (ANT) from Customers. Chapter 4: E CP: Ec onomic Connection as Partners. Economic. Increase Revenue/Market Share Through an Increase in Customers. Increase Mind Share Through BrandAwareness. Increase Profitability Through Lower Customer Acquisition Costs. Connection. Partners. Not Partner Friendly (Loner). Somewhat Partner Friendly (What's In It for Me?) Partner Friendly (What's In It for Us?) What Does It Take to Achieve a Successful Economic Connection as Partners? Joint Goal Planning. Skills and Competencies. Processes and Technology. Potential to Generate Incremental Revenue. Chapter 5: Associ ating Your Brand. CustomersStrong Reach tothe Primary Target Market. Relevance to Your BusinessEnhances Offering to thePrimary Target Market. Size of Opportunity. Widely Recognized Brands. Geography. Mutuality and Cooperation. Credentials and Trust. Growth Potential. Legalities and Channel Conflict. To White Label or Not to White Label. Some Case Studies. Partner with Winners. Choose a Partner Brand that Has a Market Share Within Your Target Market. Know the Viability of Your Partner Brand's Products. Partner with an Emerging Channel. Partner to Establish Credibility and Confidence. Partner with Brands that Offer Pro

• ISBN: 978-0-470-67670-7
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 288
• Fecha Publicación: 07/12/2010
• Nº Volúmenes: 1
• Idioma: Inglés