Partnership marketing and associated terms

This glossary defines some of the common terms and basic concepts referred to in the world of partnership marketing:

• Affinity Marketing
• Channel Marketing
• Customer Acquisition
• Customer Loyalty Marketing
• Customer Retention
• Incentive Programmes
• Loyalty Marketing
• Partner Loyalty Programme
• Partner Relationship Management (PRM)
• Partnership Marketing
• Promotional Marketing
• Recognition Programme
• Reward Programme
• Sales Promotion Marketing
• Strategic Partnerships