Review of Professional Management- A Journal of New Delhi Institute of Management

Isita Lahiri ¹, Mrinal Kanti Das ²

Affiliations
1 Department o f Business Administration University of Kalyani, Kalyani, West Bengal- 741235, IN
2 Centre for Management Studies, JIS College of Engineering (Affiliated to WBUT, Approved by AlCTE) West Bengal, IN

Abstract

Marketer today is driven by the objective of expending market, as the strategy to sustain in the competitive world. Globalization and rapid development of communication technology accelerated the scope of marketing across the nations. But total market has become saturated as new players have entered the existing market to get the share of profit. Modern marketing aims at profit not only through customer satisfaction but also through customer delight. Quality affordable price and product availability can make the customer satisfied, but they become delighted only when they are provided with some benefits additionally beyond their normal expectation. Marketer must remain unquenched in search of creative instrument to expand their operation in the existing markets with a hope to harvest at least the existing profit if not more. Maintaining relationship with customer will keep the marketer concerned about customers' long term needs, problems and the way marketer can delight customer. Relationship is the foundation on which the network marketing stands. Relationship not only helps expanding the operation o f network marketing company have but it also boosts the market with low promotional expenses. Given the existing marketing environment a number of network marketing companies exploited relationship, as a way their success. Thus, the impact of relationship that the network marketing mainly emphasizes on can be traced if the performance of some successful network marketing companies are evaluated and analyzed. This paper is an attempt in this regard along with developing a theoretical framework of network marketing.

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