Affiliate Marketing needs Direction specified
Vendors sell while Affiliates promote
Top down or Vendor’s view
If you own a product or service that you want to sell, congratulations you can advertise to attract potential Customers and sell it yourself. Alternatively you can establish a relationship with an Affiliate who will advertise to attract potential Customers ( “leads” ) and refer or “drive” them to ( or toward ) your sales department for “conversion”, in exchange for a commission. The toward instance is included here to cover the use of intermediate steps in a chain process. If you associate with very few, but skillful Affiliates, it is a type of Joint Venture ( JV ) partnership. If you sell through several Affiliates, you generally setup a Network and need some form of network management. Large sellers ( called Vendors by ClickBank ) often have their own Network Management staff or computer software program. Intermediate level Vendors generally outsource the management to an Affiliate Network Company such as ClickBank. Clickbank takes care of all relevant financial transactions. They: 1. Collect from the Buyers, 2. Pay the Affiliate their commissions, and 3. Pay the Vendor ( that is you ). New Vendors may join the ClickBank network here. (an Affiliate Link to a Vendor’s webpage) 
Bottom up or Affiliate’s view
If however you do NOT own the product or service that you wish to promote, you will be classified as an Affiliate. You will then deal either directly with the Product Owner Company or with the Affiliate Network Company and receive a sales commission for each sale.
Most Beginners or “newbies” in Internet Marketing are interested in marketing as an Affiliate as opposed to Vendors who are interested in marketing by or through an Affiliate Network. If you are starting to study Affiliate Marketing online, keep this distinction in mind when selecting articles to read as the author most likely does not specify. ClickBank is a major third party Affiliate Network that connects marketing Affiliates with only digital ( downloadable ) products and Vendors that own digital products. 
Can someone explain what the writer meant in his continue paragraph? He makes an excellent start but lost me halfway throughout the article. I had a difficult time following what the author is wanting to say. The beginning was great but I feel he needs to focus on writing a better finish.
Fucci, the article highlights that when you research Affiliate Marketing you will find information directed to 2 different target audiences. One audience is VENDORS – Product and Service OWNERS you want to Sell their own … while the other target audience is the PROMOTERS – called AFFILIATES, who in essence place Advertisements that direct potential Buyers TO the Vendor -AND- notify the Vendor the identity of the Affiliate that inspired (REFERRED) the LEAD to visit the Vendor. (The Vendor then pays the identified Affiliate a commission)
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