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…is the leading reference book for anyone who wants to know more about network marketing from a neutral perspective and an industry player.
1998 •
ABSTRACT Relationship marketing during the nineties has become an accepted approach in marketing research. This type of marketing, however, consists of many different perspectives. Here, the network approach is covered. This perspective's origin and its differences to the marketing management approach are discussed. It is concluded that the development of the network perspective was influenced by its Swedish context, however the network view is not pertinent on all marketing situations in Sweden.
Direct selling industry in India is one of the fastest growing non-store retail formats. Various store and non-store retail formats have evolved to cater to this growing market and direct selling is one such non-store retail format. The growing Indian market has attracted a large number of Indian and foreign direct selling companies. By 2014-15 direct selling business in India would reach a size of Rs 10,843 crore on back of increased consumer spending. Multi-level marketing (MLM) also known as pyramid selling, network marketing, and referral marketing is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of the other sales people that they recruit. This paper attempts to focus on key aspects of MLM and also what further researcher can add on to the existing literature.
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