What is Direct Selling? -- Definition, Perspectives, and Research Agenda

Peterson, Robert A.; Wotruba, Thomas R.
September 1996
Journal of Personal Selling & Sales Management;Fall96, Vol. 16 Issue 4, p1
Academic Journal
This article presents a definition and discussion of direct selling, a marketing method that has received scant attention in the literature. Direct selling is discussed from operational, tactical, and strategic perspectives, and a summary of the available knowledge about direct selling--its worldwide revenues, product and service lines sold, its customers, and its salespeople is presented and referenced. A suggested research agenda is offered in hopes of stimulating academics, practitioners, and students to develop greater knowledge and understanding of direct selling.


Related Articles

  • Consumers Who Buy From Direct Sales Companies. Peterson, Robert A.; Albaum, Gerald; Ridgway, Nancy M. // Journal of Retailing;Summer89, Vol. 65 Issue 2, p273 

    A nationwide survey revealed that 57 percent of the respondents had purchased a product or service from a direct sales company in the year preceding the survey. Purchasers tended to be younger, more educated, and more affluent than nonpurchasers. Convenience was perceived to be the major...

  • Start a DIRECT SALES Business.  // Home Business Magazine: The Home-Based Entrepreneur's Magazine;Mar/Apr2013, Vol. 20 Issue 2, p14 

    The article offers tips on how to start a direct sales business. It says that understanding how direct sales system works is the first step in engaging in direct sales, saying that direct salesperson must remember that he/she will work through the company selling the products and services. It...

  • Your Business, Your Success.  // O, The Oprah Magazine;May2007, Vol. 8 Issue 5, Special Section p8 

    The article discusses the reasons why people venture into direct selling. Some try direct selling to earn extra money for miscellaneous expenses. Recognition, incentive trips and vacations also attract people into direct selling. Direct selling businesses support the entire sales team, offering...

  • Leading Questions. Schmitt, Jeff // Direct;10/15/2006, Vol. 18 Issue 12, p70 

    The article offers advice on maximizing the value of a lead program in telemarketing. It highlights that the goals in lead generation is to create awareness, interest and a desire to learn more. Salespeople are advised to have applicable market intelligence when following up a lead. The types of...

  • Schoolboy errors. Woolfe, Jack // Precision Marketing;5/6/2005, Vol. 17 Issue 27, p36 

    Comments on the efficacy of children and incubation marketing in Great Britain. Increase consumers in the children market; Promotion of products in trade magazines; Success of fresh agencies in direct marketing.

  • Consumers overwhelmed by too many sales agents.  // Utility Week;8/29/2003, Vol. 20 Issue 9, p10 

    Focuses on research compiled for energy regulator Ofgem which indicated that most consumers accept that direct selling is the normal way for energy suppliers to win customers. Details on the survey; Comments on the survey from Energywatch.

  • Manufacturing brands take a direct approach. Barnett, Michael // Marketing Week;10/21/2010, Vol. 33 Issue 43, p22 

    The article focuses on the direct sales approach taken by fast moving consumer good (FMCG) manufacturers in Great Britain. It notes that manufactures and retailers developed a well-established relationship since manufacturers make things and retailers market them. For instance, GlaxoSmithKline...

  • RETAIL MARKETING. Tawade, Pradeep // Indian Streams Research Journal;Apr2014, Vol. 4 Issue 3, p1 

    Retail marketing is one of the crucial factors for the Indian economy under the scenario of globalization and it is one of the fastest growing sector and providing various opportunities to the society. (ASA & Associate-charted account) As an average there are 12 million retail shops available in...

  • Privacy vs. direct marketing: Industry faces 'something on the order of a survival issue' Miller, Cyndee // Marketing News;3/1/93, Vol. 27 Issue 5, p1 

    Reports on the controversy over the privacy issue and its implications for the direct marketing sector in the U.S. Issues that comprise the privacy problems of consumers against direct marketers; Comparison of the U.S. and European approaches to direct marketing and privacy; Analysis of results...


Read the Article


Sign out of this library

Other Topics