THE CONCEPT OF PARTNERSHIP MARKETING AND ITS ROLE IN DIGITAL COMMERCE

Abstract

The article defines the essence of the concept of partnership and affiliate marketing, taking into account the change in marketing paradigms and the current stage of digitalization. The purpose of the article is to define the modern content and tools of partnership or affiliate marketing as a concept and as a tool for marketing activities of enterprises in the field of digital commerce. Qualitative changes in modern markets have been identified that have stimulated the development of the concept of partnership marketing: the rapid expansion of the service sector, changes in the field of quality management, the complication of relationships, the development of information technologies, and the emergence of new digital communication channels. The differences between the concepts of transactional and partnership marketing are considered. The model of Morgan and Hunt is improved by adding the element of relative partnership. The model represents new functional relationships between the enterprise and the external environment, including eleven discrete types of marketing relationships, which reflect the multifaceted nature and complexity of building an integrated business system based on the principles of trust, interdependence and joint value creation. Modern types and tools of affiliate marketing that contribute to increasing the effectiveness of business strategies in the field of digital commerce are analyzed. Key areas of affiliate marketing are considered. A list of marketing tools that play a critical role in attracting potential customers through affiliate channels is determined, and ways of building affiliate relationships in the digital environment are analyzed. The results of the study indicate that the implementation of modern affiliate marketing tools in the field of digital commerce contributes to the formation of stable relationships, expanding market coverage, increasing sales and increasing the profitability of enterprises. The use of affiliate marketing strategies in the digital space opens up new opportunities for effective management of affiliate activities, contributes to the conclusion of new business alliances and strengthening the competitive positions of companies in the market.