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Chapter 3: Week 1: Perform Competitive M... > Friday: Develop a Competitive Intell... - Pg. 41

business being marketed--one where the former is being paid by the latter based on the performance/conversions driven in. With an affiliate program, you can successfully patch the gaps found through your SWOTT analysis. For example, if you've discovered that your competitors are actively utilizing comparison shopping engines and you're not, you can partner with many of them through affiliate marketing relationships. So, the analysis is a good step to undertake to develop an educated approach to fixing what needs to be fixed and strengthening what you're already strong in. 41 F R I DAY: D E V E L O