Google, Microsoft, Apple, Starbucks, and Wal-Mart are "category killers." Why? One key to their astounding success is that they have mastered the art of creating highly attractive partner and customer value propositions. They have all built their business on the principles and practices of Partnership Marketing to offer superior products, create long-term distribution opportunities, new revenue streams for their businesses, and increased brand awareness on a world-wide level.
Developing an affiliation with the right partner allows both parties to realize successes that they could not have otherwise achieved on their own by transforming their individual strengths into mutual performance. Whether you're an entrepreneur working to expand your customer base and increase value or a corporation looking for cost-effective ways to stimulate growth and brand-presence on a tight budget, Partnership Marketing is a practical in-depth guide to this core business concept.
A powerful strategy in good times, partnership marketing is an excellent way to gain competitive advantage and grow your business even in tough, recessionary economic conditions. As marketing resources are being slashed everywhere, coupled with employee lay-offs and cutbacks to existing programs, partnership marketing is a creative way to do more with less.
Partnership Marketing provides the complete how-to of collaborating successfully with other organizations, including: how to align PM objectives to your resources; how to assess what you have to offer a partner-brand and how to leverage your core strengths; how to search for the right partner-brand; how to assess the pros and cons of partnering with other brands; and much more.
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"Want to extend the power of your brand without being left with the short end of the partnership stick? Read Partnership Marketi ng to get a deep explanation of the intricacies that make for a win-win in a marketing partnership, with a roadmap for how to get there."
—Roy A. Young, President, MarketingProfs
"Partnership Marketi ng is a must-read for any business owner or professional that is looking to take their business to the next level by leveraging marketing partnerships. This is a book that business students should study, and partner and non-partner professionals should use."
—Dan Morton, Director of Strategic Partnerships, Reliant Energy, LLC
"This is the ultimate a-z of partnership marketing. Every brand owner and marketing professional should read it and open their eyes to the fantastic potential, cost-effective options and opportunities that partnership marketing can give them. Don't be without it!"
—Chris J. Reed, Regional Partnerships Director - Asia Pacific, Partnership Marketing
"Ron has created a first in the field of partnership marketing. All the essentials of this developing arena are captured here in a concise and illustrative manner. I highly recommend this book for all current and aspiring partnership marketers."
—Mike Burnette, Director of Partnership Marketing, Meredith Corporation
From the Introduction:
PARTNERSHIP MARKETING COULD NOT BE TIMELIER.
The need for collaboration is greater than ever as marketing resources are slashed, employees are laid off and cut-backs are made to existing programs. Employees need to become more creative and do more with less. Brands must rely on each other to leverage their core competencies and to create a more prominent role for partnership marketing within their marketing mix.
Partnership Marketing is a guide for business owners, executive leaders and sales and marketing professionals who are looking to improve how they select, develop and manage their marketing partnerships with their partner brands.About the Author:
Ron Kunitzky is President of Geyser Marketing Group (www.geysermarketi ng.com), specializing in helping companies develop partner brand relationships and, as a result, grow their business. He has worked with world-class brands in Canada, the US, and the UK, where he was Head of Partnership Marketing for AOL UK. He delivers seminars and workshops and speaks frequently on the topic of Partnership Marketing and has been featured in several publications, including Marketing Magazine, The Sponsorship Report, and The Marketer.
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