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Anagha Shukre (IMS Engineering College)
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8 pages
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This business case study describes the way in which direct-selling organisations like Amway, Tupperware and many others like these promote their brands (products) through their distributor bases, by following a TEARS model approach. It looks at the different promotional or marketing communications' elements of the marketing mix. It examines each of the integrated marketing communications tools - sales promotion, direct selling, sponsorship, direct marketing, the digital marketing, and describes how these organisations use each element mix for its promotion. The case study is based on published sources and personal experiences.


Network marketing; Multilevel marketing; Integrated marketing communications (IMC) strategy; Consumer behaviour and shifts in consumer behavior; Direct selling business model; Sales promotion; TEARS model; Advertising and brand promotional strategies; Word-of-mouth advocacy

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