Purpose This article seeks to explore the inner workings of affiliate marketing. Design/methodology/approach Defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship. Findings The key to successful affiliate marketing lies in the construction of a win‐win relationship between the advertiser and the affiliate. Affiliate marketing is likely to become the principal mainstream marketing strategy for e‐commerce businesses in the future. Originality/value Looks at the inner workings of affiliate marketing, defines the affiliate marketing marketplace including some of the participants and explores the characteristics of a successful long‐term relationship.
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Dennis L. Duffy (2005) studied this question.