Partnership Marketing (PDF)

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.