What Is Direct Selling?—Definition, Perspectives, and Research Agenda

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.