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Networked-In; Developing A Model Of Network Marketing Performance

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Executive Summary

This paper investigates the relationship between systematic network marketing activity and network marketing performance with the objective of developing and testing a model of network marketing performance. The paper of networks and networking within a business to business marketing environment has been popularised by researchers following in the 'networks in markets' tradition within the IMP framework. Networking and the practice of network marketing has grown in popularity with firms seeking to generate business by referral. However, little is known about the association between network marketing activity and networking marketing performance.

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