On the Benefits of Direct Selling
Robert A. Peterson
From a macromarketing perspective, direct selling is a business model or a channel of distribution for consumer products and services. Simultaneously, from a micromarketing perspective, direct selling is face-to-face selling activity away from a fixed retail location (e.g., Peterson and Wotruba 1996). According to the Direct Selling Association (2020), 6.8 million individuals were classified as “active direct sellers” in the United States in 2019. Of the active direct sellers, 13 percent were classified as full-time direct sellers, whereas 87 percent were classified as part-time direct sellers. Virtually all direct sellers are independent contractors, not employees of direct selling ...
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