Direct Selling Tutorial: An Effective Marketing Guide for Planning and Achieving Goals

Author: Roddy Muir
Publisher:
Publish Date: 2003-11-01
Features: The author explains complex issues in concise language. He reasonably and practically explains the principles of direct selling and supports his arguments with appropriate examples. For true sales managers, this book is an introductory guide to the field of marketing. For marketing students, it provides a comprehensive review of marketing. Direct selling has gained widespread recognition as a popular and effective market communication method. Professional salespeople and marketing researchers need a holistic understanding of the opportunities and potential in the entire field. In this book, the author summarizes the reasons for the development of direct selling as a marketing communication method, explores its scale and scope, clarifies the role of technology, and addresses the evolving needs of consumers. At the same time, the book also provides the necessary information for conducting promotional activities. The content of the book includes: When to use direct selling strategies; How to decide on the type of direct selling strategy to adopt; Direct mail and hand-delivered mail; Email, SMS, and the internet; Direct response advertising; Catalogs, brochures, flyers, and door-to-door delivery; Mail-order orders; Call centers and telemarketing; On-site marketing.