September 2021
Intermediate to advanced
174 pages
4h 16m
English
book
Direct Selling
by Sara L. Cochran, Anne T. Coughlan, Victoria L. Crittenden, William F. Crittenden, Linda K. Ferrell, O.C. Ferrell, W. Alan Luce, Robert A. Peterson
Content preview from Direct Selling
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The direct selling channel—defined as a go-to-market strategy that provides brands with high-touch, one-to-one, relationship-driven connections with its customers—is uniquely distinct from traditional and online retail.
Understanding direct selling today requires an appreciation for our history; we are far bigger than an alternative channel of distribution or go-to-market strategy one might encounter in a college textbook. Indeed, we represent a spirit of innovation, and we are powered by an individual’s desire to work independently to find the fulfilling social connection one gains when sharing beloved products with others.
The elements that combine to produce a name are often rooted in history, and what we know today as “direct selling” ...
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