Multi-level marketing in India: Business prospect versus social interactions, some identified research issues for marketers
By: Banerjee, Arindam and Banerjee, Tanushri
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BookPublisher: Vikalpa: The Journal for Decision Makers Description: 47(4), Oct-Dec, 2022: p.255-273.
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Vikalpa: The Journal for Decision MakersSummary: Multi-level marketing (MLM), also known as network marketing (non-retailer channel), is supposed to touch ₹160 billion in the year 2021 (Shenoy, 2018) and is expected to grow at a significantly accelerated pace in the future. Some studies predict that by 2025 the turnover in India may touch closer to ₹600 billion (KPMG, n.d.). The unique aspect of this marketing activity is that the distribution channel is formed as a network of people who consume and can sell products directly to other end consumers. In the current exigent conditions prevailing around the world due to the COVID pandemic, which has caused a significant economic recession and personal distress to many due to job losses, this is an attractive opportunity for self-employment. It is hoped that such opportunities will help expand the role of this marketing channel further, particularly in India.- Reproduced
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 47(4), Oct-Dec, 2022: p.255-273 | Available | AR128736 |
Multi-level marketing (MLM), also known as network marketing (non-retailer channel), is supposed to touch ₹160 billion in the year 2021 (Shenoy, 2018) and is expected to grow at a significantly accelerated pace in the future. Some studies predict that by 2025 the turnover in India may touch closer to ₹600 billion (KPMG, n.d.). The unique aspect of this marketing activity is that the distribution channel is formed as a network of people who consume and can sell products directly to other end consumers. In the current exigent conditions prevailing around the world due to the COVID pandemic, which has caused a significant economic recession and personal distress to many due to job losses, this is an attractive opportunity for self-employment. It is hoped that such opportunities will help expand the role of this marketing channel further, particularly in India.- Reproduced
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