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The new marketing intermediaries--a multiple case study of three new e-business models.
- Article from:
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Journal of Academy of Business and Economics
- Article date:
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March 1, 2007
- Author:
- Malaga, Ross A.
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Copyright informationCOPYRIGHT 2007 International Academy of Business and Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
The past few years have seen a dramatic rise in the use of affiliate relationships to drive Web-based sales. Through this model businesses actively market other business' products and services and in exchange receive a commission. However, there are various ways in which this model can be applied on the Web. This paper examines and attempts to categorize these new marketing intermediaries through a series of case studies. This research identifies three specific new marketing intermediary models. The first model examines how marketing intermediaries make money by using pay-per-click (PPC) advertising to funnel traffic to their affiliate partners. The second model ...
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