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Networks, Marketing to

Networks of various kinds are significantly changing the way in which consumers, companies, governments, and other entities are innovating, collaborating and socializing with, and marketing to one another. These networks can consist of consumers, organizations, or even nations, or they can be primarily technology oriented. Examples of these networks and the potential of marketing to and through them are discussed next.

Marketing to and Through Consumer Networks

Such practices primarily take place through word of mouth (WOM), affinity marketing, multilevel marketing (MLM), and social media marketing.

Word of Mouth

WOM involves transmitting product information to other individuals. Since it involves people we are familiar with, it tends to be more reliable and trustworthy than the information we receive from formal marketing campaigns. Unlike advertising, there is also the added ...

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