Magazine article from our research archive:

The new marketing intermediaries--a multiple case study of three new e-business models.

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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