The partnership economy how modern businesses find new customers, grow revenue, and deliver exceptional experiences
"Traditionally marketing/business partnerships were limited to affiliates' revenue and transaction-based relationships designed to drive customer acquisition though loyalty programs, couponing or sampling. Today's partnership ecosystem has expanded to include creative collaborations a...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2022]
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009657417606719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- Preface
- How Modern Partnerships Were Born
- Acknowledgments
- Part I Welcome to the Partnership Economy
- Chapter 1 Unlock Unexpected, Lasting Growth with Modern Partnerships
- Modern Partnerships at Work
- Who Are These Referral Partners?
- Why Do Referral Partnerships Work So Well?
- Partnerships Go the Distance
- Is Operating at Full Potential a Pipe Dream?
- Imagine What's Coming
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 2 Trust Is the New Black and Other Reasons Why Referral Partnerships Work
- Referral Partnerships Work
- Trust Is the New Black
- Referral Partners Enhance Enterprise Customer Experience
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 3 How Partnerships Can Help You Meet Critical Business Goals
- Partnerships Are Powerful and Flexible
- Grow, Baby, Grow
- Improve Your Conversions
- Change Strategy-Quick!
- What Kind of Growth Do You Want?
- Who Will Make This Growth Happen?
- What Customer Behaviors Do You Want to Catalyze?
- Link Desired Customer Behaviors with Customer Journeys
- Customer Journeys Are Changing
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 4 Engage Customers Wherever They Are on Their Customer Journeys
- Partnerships: Here, There, and Everywhere!
- Partnership Roles Across Customer Journeys
- Link Partner Roles with Business Objectives
- Customer and Shopping Journeys Show What's Taking Place
- Journey Maps Reveal Partnerships Opportunities
- Design Your Ideal Customer Journeys
- The Quick Summary
- What's Up Next?
- Notes
- Chapter Six Building Blocks of Today's Partnerships
- Harry's, ACME, and the Six Building Blocks
- Build Effective Collaborations with the Partnership Design Canvas
- Compatible Partners
- Relevant Customers and Audiences
- Desirable Customer Experience.
- Accurate Tracking and Measurement System
- Motivating Value Exchange
- Shared Partnerships Success Plan
- The Quick Summary
- What's Up Next?
- Notes
- Part II What Are Modern Partners?
- Chapter 6 Coupon, Cashback, and Loyalty Partners: Reach New Audiences, Drive More Sales
- Tried and True: Partnerships That Drive Revenue
- Popular Then and Now
- The Value Proposition: Incentivizing Engagement
- Enterprises, Affiliates, and the Customer Journey
- But We Are Not a Discount Brand!
- There Is More Than Meets the Eye
- Tips for Getting the Most Out of Coupon, Deal, and Loyalty Sites
- Tips for Coupon, Cashback, and Loyalty Partners
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 7 Creators, Influencers, and Brand Ambassadors: The Powerful New Word-of-Mouth Play
- A Rapidly Growing Domain of Authenticity
- Three Ways to Use Influencer Partnerships
- LightInTheBox Taps Micro-Influencers for Content
- Nurture Influencer Partnerships for Better Results
- Ivory Ella Grows Brand Awareness
- Savage X Fenty Succeeds with an Influencer-First Model
- If You Are an Influencer
- Customers Are Brand Ambassadors
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 8 Mass Media Publishers: When Old-School Advertising Doesn't Work Anymore
- Beyond PR and Advertising: A New Way to Work with Mass Media Publishers
- How Does Commerce Content Work?
- Why Does Commerce Content Work?
- Is There a Conflict of Interest?
- What Matters to Content Publishers
- Who to Approach at a Publisher?
- An Authentic Path Toward Growth
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 9 Mobile Partnerships: Be Where Your Customers Are All the Time
- Welcome to a Mobile World
- Mobile Is Changing Customer and Shopping Journeys
- Apps and the Mobile Web: A Tale of Two Environments
- What Do Consumers Prefer?.
- Consider the Mobile Partnership Opportunity
- It's Gotta Be Seamless
- There Is a Better Way
- Measuring Performance: KPIs for Mobile Partnerships
- Fraud: A Unique Mobile Consideration
- Future-FacingConnections for an Evolving Customer Journey
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 10 Strategic Business Partnerships: When Two Work as One
- Committing for the Long Haul: Strategic Brand-to-Brand Partnerships
- Entry-Level SB2B Partnerships: Based on a Promotion
- Complex SB2B Partnerships: Based on a Product Integration
- Is Your Company Ready for SB2B Partnerships?
- Finding Potential SB2B Partnerships
- Construct a Successful SB2B Partnership
- The Quick Summary
- What's Up Next?
- Note
- Chapter 11 Community Groups, Associations, and Cause-Based Partnerships: When the Higher Good Is Good Business
- It's a Whole New World
- Performance-Based Partnerships with Purpose
- Goodness Takes Effort
- Tips for Finding Your Impact
- The Quick Summary
- What's Up Next?
- Notes
- Part III Get Started in Partnerships
- Chapter 12 How to Get Your Partnerships Program Started
- Getting Partnerships Off the Ground: Taking Stock
- Building the Case for Executive Buy-In
- Build the Vision for Partnerships
- Develop Your Strategy
- Establish Your Partnerships Process
- Select Your Partnership Management Platform (PMP)
- Spotting Potential Partners
- Get Going
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 13 How Does It Feel? Creating a Beneficial Partner Experience
- Be Intentional About Your Partner Experience
- Develop Your Partnerships Vision
- Articulate Your Partner Value Proposition
- Live Your Vision
- Collaborate with Partners for Ongoing Success
- Welcome Aboard!
- What Content Are You Providing for Your Partners?
- Broaden Your Circle
- Capture Your Partnerships Learning.
- Assess Your Partnerships Experience Regularly
- Ask Your Partners About Their Experience
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 14 What About Agencies? Your Partners in Partnerships
- Go It Alone or Go with an Agency
- Assessing Your Internal Capabilities
- Types of Agencies That Create and Manage Partnerships
- When Hiring an Agency
- Know What You Bring to the Table
- When Assessing Potential Agencies
- The Quick Summary
- What's Up Next?
- Notes
- Part IV Unleash Your Partnership Potential
- Chapter 15 What Is Partnerships Program Maturity and How Do I Get It?
- Maturity Is a Good Thing
- Key Activities Along the Path to Full Potential
- The Quick Summary
- What's Up Next?
- Note
- Chapter 16 Next Steps: Envision and Plan a Durable Partnerships Program
- Designing Your Partnerships Strategy
- Planning Is Challenging and Critical
- The Partnerships Program Planner
- Complete Your Partnership Maturity Roadmap
- The Quick Summary
- What's Up Next?
- Notes
- Chapter 17 What's Next? Prepare for the Future
- The Future of PartnershipsIs Ecosystems
- Partnerships Ecosystems-They Are Not Your Father's Oldsmobile
- Build Your Organization's Future Today
- Get On Board!
- Notes
- About the Author
- Index
- EULA.
