PARTNERSHIP MARKETING TOOLS FOR SMALL AND MEDIUM BUSINESS

The article presents the research results of partnership marketing tools. relevance work is related to annual increase in level competition and need for companies unite with other brands achieve common goals, which ensures further development enterprise. aims systematize main tools marketing. tasks are identify tools, categorize them, choose those that can be used small medium-sized businesses. benefits include increased reach, load sharing, word mouth, value consumers. Partnership by most were singled out: affiliate marketing, content partnership, sponsorship, joint products, distribution shared stores, product placement, loyalty programs, licensing, outsourcing, ventures. Varieties formats defined each them. Benefits leading brand identified: awareness, improved reputation, sales, activity, awareness products services, access resources, visibility search engines, customer retention, visit duration, saving time, money, avoiding system failures. secondary brand: additional income, company, resources audience primary brand, attracting new customers, compensation cost purchasing goods. Indicators tracking effectiveness cooperation tool determined: return on investment, coverage, stock turnover rate, number potential conversion rate. usual advantages increasing market coverage among existing customers; workload duration project opportunity fantastic talent without having deal hiring process; spreading information through word-of-mouth about a or service; your audience. It has been found medium businesses use all above as partner, except only affiliative distribution, licensing an initiator.