Case ID: 910008
Abstract:
Case
Solution & Analysis for eBay Partner Network (A) by Amy J.C. Cuddy, Nithyasri Sharma
eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale for outsourcing online marketing efforts to independent affiliates. The case presents the history and development of ePN, ePN's importance to eBay, and the mechanics of online affiliate marketing.
Keywords:
Advertising strategy, Compensation, Customer relationship management, Incentives, Internet marketing, Lead generation, Online media, Partnerships, Sales promotions, eBay Partner Network (A)
Case
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