Master's Thesis from the year 2010 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: 1,7, University of Applied Sciences
Essen, language: English, abstract: 1.1 Background and Motivation
Relationship marketing is an approach which aims at retaining
customers. Throughout history, people have used relationship
marketing to expand their businesses. Moreover, some producers
began to sell their products without intermediary trade directly to
final consumers with the help of sales representatives. In order to
gain a competitive and strategic cost advantage, the producers
dispensed with traditional advertising. This procedure shows the
positive aspects of relationship marketing. The original concept of
NWM is based upon trust amongst people and the importance of
personal recommendations. Moreover, network marketing is a
marketing approach which benefits from relationships. The objective
of this approach is to create a positive image of NWM through
customer satisfaction. This procedure ensures the economic success
of any network marketing company. NWM, in general, is conceived of
a constantly growing business. Nevertheless, an ambivalent societal
perception of network marketing exists. "The problem, in general,
is that the activity of recruiting people ...] is socially and
psychologically unacceptable to most people in our society (Bloch,
1996, p. 18)." It cannot be concluded if the success of NWM is due
to relationship marketing. Within this thesis, I analyse if network
marketing is enrichment for people - this means how the perception
of network marketing is in the society as well as from people
within NMO and further, whether NMO deceives people in order to
achieve profit. 1.2 Problem According to Bhattacharya and Mehta
(2000, p. 361), "Network Marketing Organisations (NMO) ...] has
grown in importance over the last few decades." For example, Avon,
a well-known network marketing company, is ranked number
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