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Affiliate marketing is a highly popular emergent marketing practice in which a business model rewards an affiliate marketer for each customer brought about by the affiliate’s own marketing efforts. More popular examples include rewards sites, where users are rewarded with cash or gifts, for the completion of an offer, and the referral of others to the site. The industry has four core players: the merchant (who is sometimes also known as ‘retailer’), the network (Affiliate marketers create this network), the publisher (also known as ‘the affiliate’), and the customer or consumer. The value creation is through a network where all the marketers benefits not only from his direct sales but also the sales of those affiliate marketers who joined the program under him.

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