Book Structure

Chapter Overview

The book is divided into six parts with a total of 19 chapters. Each part follows its own logic - from the basics to structure and mechanisms of action to risks and strategic perspectives.

About the book Sources Buy book

Part I

Foundation

Basics, terms, and strategic classification. No impact analyses.

Chapter 1

The emergence of the partner economy

Historical development from Affiliate Marketing to Partner Economy. Phase model of industry development and change of roles.

To the chapter

Chapter 2

Terms, systematics & roles

Precise definitions of all core terms. Systematics of the ecosystem and fundamental role models.

To the chapter

Chapter 3

Strategic positioning in the marketing mix

Classification in the context of Paid, Owned, and Earned Media. Strategic advantages and organizational anchoring.

To the chapter

Part II

Structure of the ecosystem

Focus on structure, mechanics, and roles. No impact perspective.

Chapter 4

Value chains in transition

Classic vs. modern value chains. New forms of intermediation and shifts between brand, partner, and platform.

To the chapter

Chapter 5

Partner types & their role in the customer journey

Six partner type clusters and their systematic assignment to the phases of the customer journey.

To the chapter

Chapter 6

Industry & employer economy

The partner economy as an industry: market volume, role profiles, career paths, and economic significance.

To the chapter

Part III

Economic mechanisms

Mechanics, dimensions, and deepening economic principles of effect.

Chapter 7

Efficiency, incrementality & economic principles

Cost structures, risk profiles, and incrementalism as a central economic principle.

To the chapter

Chapter 8

Economic influences of Partner Marketing

Ten dimensions of economic impact: functional logic, mechanism, effect, and limits.

To the chapter

Chapter 9

Market transparency, information economy & pricing

Reduction of information asymmetries, contribution to market and price transparency, effects on competitive intensity.

To the chapter

Part IV

Societal Mechanisms

Impact on culture, public, norms, and democracy.

Chapter 10

Trust as the foundation of digital markets

Trust logics of different partner forms. Tension between economic incentive and credible recommendation.

To the chapter

Chapter 11

Societal Influences of the Partner Economy

Ten dimensions of social impact: mechanisms, ambivalences, and trade-offs.

To the chapter

Chapter 12

Media landscape, algorithmic public sphere & democratic narratives

Partners as narrators, filters, and amplifiers. Interaction with algorithmic recommendation systems and influence on democratic public discourse.

To the chapter

Chapter 13

Transparency, fairness & consumer protection

Legal and self-regulatory transparency requirements. Fairness criteria and the relationship between self-regulation and state regulation.

To the chapter

Part V

Risks

Clearly defined risk levels: technology, economy, and society.

Chapter 14

Technological Risks

Tracking erosion, cookie loss, browser restrictions. Risks from AI SERPs and platform dependency.

To the chapter

Chapter 15

Economic risks

Margin pressure, market concentration, lock-in effects. Fraud as a strategic risk.

To the chapter

Chapter 16

Societal Risks

Manipulation, consumption pressure, norm shifts. Filter bubbles and the threat to pluralistic public discourse.

To the chapter

Part VI

Future & strategy

Visions, frameworks, recommendations, and outlook.

Chapter 17

The Renaissance of Partnership

Delimitation of genuine partnerships from deal logic. Success factors for sustainable partnership strategies.

To the chapter

Chapter 18

The Partner Marketing Framework 2030

Vision of a mature partner economy. Governance structures, system architecture, and recommendations for action for all stakeholders.

To the chapter

Chapter 19

Outlook: The next 10-15 years

Scenarios for the development of the partner economy. Open questions, research fields, and reflection on the tension field.

To the chapter

Note: For each chapter, supplementary materials are provided on this website - illustrations, tables, and the sources used. These contents are optional and serve to deepen understanding.
Status: March 2026
This website complements the book Partner Renaissance. All content serves to categorize, deepen, and update.