As an active practitioner and consultant in the direct selling industry for the past fifteen years, I read with great interest and satisfaction Professors Robert Peterson and Thomas Wotruba’s article titled “what is Direct Selling?– Definition, Perspectives, and Research” (JPSSM, Fall 1996). I was most delighted to see that this critical marketing approach is at last receiving the attention it so rightly deserves. My commentary offers a practitioner’s perspective on the authors’ excellent work.

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