Door-to-door Selling and Party Plan Selling

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Door-to-door Selling and Party Plan Selling
John Cowper, Business Consultant, Australia

I would question the inclusion of 'door-to-door selling' and 'party plan selling' in the general description of direct marketing or direct response marketing - and many direct marketers would agree with this contention.
Personal selling as a pillar of modern marketing communication relies heavily upon the skills of the salesperson and their direct interaction with the customer whereas each of the other techniques described above involve the use of a medium to help carry the message (mail, telephone, the internet, e-mail).
This is important as the medium in question helps fashion the message and caries it often far beyond the reach of the individual sales person.
This is not to decry the role of personal selling - consumer, business - which is a vital component of the promotional mix.



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