Netzwerk-Marketing: Entwicklungsstufen und Entwicklungsperspektiven View Full Text


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Article Info

DATE

2011-11-10

AUTHORS

Michael Reiss, Armin Günther

ABSTRACT

The involvement of numerous heterogeneous groups of actors in marketing along with the increasing complexity of goods and distribution processes has triggered the development of network marketing. Its development covers three generations, which are specified and delineated in this article. Across the different generations of network marketing some concepts and building blocks are passed on and matured rather than being substituted by totally new concepts. First generation network marketing is characterized as Value Chain Marketing and focuses on the downstream linkages in value creation systems. In addition to Value Chain Marketing the second generation encompasses System and Platform Marketing. Within the framework of the Value Net-Concept it focuses networking with complementors and competitors. Extended Value Net Marketing represents the third generation of network marketing and involves an extension and refinement of the Value Net to overcome deficits of Value Net Marketing. By “intrapolation” a 360 degree-version of One-to-One Marketing is accomplished, that enables a sophisticated specification of the relevant actors. Furthermore, an “extrapolation” to establish direct long distance relationships is suggested. “Interpolation” integrates intermediaries from the Value Chain Marketing generation into Value Net Marketing. Concluding, perspectives and further challenges of network marketing are outlined. More... »

PAGES

13-26

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    http://scigraph.springernature.com/pub.10.1007/s12642-011-0069-4

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    http://dx.doi.org/10.1007/s12642-011-0069-4

    DIMENSIONS

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