A method, within a computer hardware system, includes the following. A first functional marketing element associated with a second entity is inserted within a first website associated with a first entity. A second functional marketing element associated with the first entity is reciprocally inserted within a second website associated with the second entity based upon the first functional marketing element being inserted within the first website. The second functional marketing element, within the second website, includes a link to the first website, and the first functional marketing element, within the first website, includes a link to the second website.