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Home » Business & Economics » Business » Gay, Charlesworth and Esen: Online Marketing » Student resources » Internet Exercises » Chapter 02

Gay, Charlesworth and Esen: Online Marketing

Chapter 02

Partnerships and strategic alliances have become a growing element in internet commercial activity. Organisations like Tesco (www.tesco.com) and Lastminute.com (www.lastminute.com) have combined forces to drive traffic to one another’s sites based on their customers’ similar profiles. Identify other online partnerships and analyse what benefits the partnership brings for both organisations.