( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AN AMPLE VIEW OF MULTILEVEL MARKETING AS A FORM OF DIRECT SELLING AND ITS INDIAN SCENARIO: A REVIEW

    1 Author(s):  JIWAN JYOTI

Vol -  9, Issue- 3 ,         Page(s) : 294 - 308  (2018 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Marketing is a highly relevant activity for every business. People perceive marketing as advertising or sales. However, marketing is everything a company does to acquire, maintain and retain customers and to establish long term relationship with them. Marketing activities include understanding target customers’ needs and wants, planning and designing new product, its production, pricing, promotion and distribution. Keeping in mind these considerations a new paradigm known as direct selling was designed which came into existence in 1800s and has now changed the way of thinking of individuals about direct selling. It refers to selling of goods and services to consumers away from a fixed retail outlet, usually at the places of their comfortability like their homes, offices etc. through explanation and demonstration. In this paper, an ample view of Multilevel Marketing (MLM) as a prevalent model of Direct Selling is described.

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