Forewords

Preface

Definitions

Acknowledgements

Introduction

1 Direct selling versus direct marketing Selling `off the page'--The power of a personal sales presentation--The competitive edge of direct selling--Integrated marketing--Key points

2 What products can be direct sold? The basic criteria--Novelty--Mass market appeal--The power of demonstration--Repeat business potential--Niche markets--Size of product range--Product market shares in the UK--Can branded products be both retailed and direct sold?--Key points

3 Choice of direct selling method Public attitudes towards selling--`Low ticket': person to person--`Big ticket': person to person--Party plan selling--Peer group relationships in direct selling--Key points

4 Network marketing The basis concept--The appeal of network marketing--What products are suited to network marketing--Network marketing sales plans--Hybrid sales plans--Sales order values and earnings in network marketing--Pyramid selling and potential abuses of network marketing--Matrix, binary and other networking schemes--Key points

5 Managing a direct salesforce Managing direct sellers--Recruiting direct sellers--Training direct sellers--Motivation--Salesforce communications--Recognition programmes--Key points

6 Managing a direct selling business Pricing policies--Inventory control--Product distribution--Credit control--Corporate advertising and public relations--Multinational direct selling operations--Legal issues--Key points

7 Direct selling legislation and industry codes `Cooling-off' regulation--Network marketing regulations--Taxation of direct sellers--Other legislation--The Direct Selling Association--The DSA consumer code--The DSA business code

Appendix 1 The Consumer Protection (Cancellation of Contracts Concluded away from Business Premises) Regulations 1987

Appendix 2 The Trading Schemes Act 1996 and Trading Schemes Regulations 1997

Part XI, Fair Trading Act 1973 (c41) (as amended by the Trading Schemes Act 1996 (c32)

The Trading Schemes (Exclusion) Regulations 1997

The Trading Schemes Regulations 1997

Appendix 3 The DSA Code of Practice

Appendix 4 The DSA Code of Business Conduct

Appendix 5 The FEDSA Directory

Appendix 6 Prominent direct selling businesses operating in the UK in 1997

Appendix 7 Advice for party plan demonstrators

Bibliography and suggested further reading

Index