'This book is a definitive, yet easily read, guide for all those who wish to understand more about this 'people' business...explain[s] accurately and objectively what direct selling is all about.'
'In a logical and cogent style this book explains why direct selling exists, its roots, its power as a distribution channel, its international perspective and its future.'
Ric Hobby, Managing Director, Herbalife Europe Limited
'a splendid guide to both the novice and seasoned professional and to any business seeking an alternative, or additional, marketing outlet to its existing distribution channel.'
James R. Threlfall, Immediate Past Chairman; World Federation of Direct Selling Associations
'..it is one of the most definitive guides on our industry every published in this country.. I am sure it will become a standard reference book on direct selling.'
Andrew Cohen, Chairman of Betterware PLC.
'The new book on Direct Selling written by Richard Berry is a must reading for anyone interested in this fast growing channel of distribution. It's by far the best book I have ever read about the subject. After twenty-five years of experience, Richard Berry has written a book which is engaging, thought provoking, lively and packed with things few people know about every aspect of Direct Selling today.'
Professor Dominique Xardel, Director Master's Degree in Marketing, Groupe ESSEC
'This book is a thorough and soberly written guide, for those wanting to get
on at the ground floor...If you are considering a move in this direction, or
particularly if you are planning to become fully involved in the industry,
then this tome proves good value and an easy read.'
Direct Selling examines all the key criteria in running a successful and profitable direct selling business and the opportunities that exist for those with an urge to have a business of their own. Berry explains party plan selling and the reasons for the most recent growth in network marketing.
Throughout the world, direct selling is a fast growing channel of retail distribution. In Britain the direct selling of consumer goods now exceeds £1 billion a year - rivalling that of direct marketing. The recent success of direct selling businesses is based on the competitive edge it offers to manufacturers and the opportunities it presents to those with an urge to have a small business of their own.
At the same time, this distribution channel has remained widely misunderstood and, sometimes, justly criticised for the hyped-up earnings claims of some of those involved as direct sellers.
Richard Berry puts this industry in perspective in relation to retail distribution as a whole. He explains what products can be direct sold, and what cannot, and how to select the most appropriate methods of organising, training and motivating a sales force. The book is illustrated with many case studies involving both successful and unsuccessful direct selling businesses and marketing techniques.
In this extensively researched book, the author also deals comprehensively with both the legal and consumer protection aspects of running a direct selling business.
Covers all types of direct selling organization and direct selling methods
Written by someone with past experience of running a direct selling business who is currently Director of the Direct Selling Association
Covers, in detail, every aspect of the direct selling of consumer goods
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