A BRIEF HISTORY OF NETWORK MARKETING
By Jeffrey A. Babener
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Cycle 9. MLM at the Millennium
So what happens to network marketing after the turn of millennium. It will probably be with respect to the 1990's, as Yogi Berra would say, "deja vu all over again." Technology will rapidly impact the industry. The Internet will become the prime means of communication, training and ordering for MLM distributors. The Internet will allow rapid expansion on a global scale with instantaneous communication between corporate and its outposts as well as between corporate and its distributors. The technology revolution will make entry for the "small guy" easier as the Internet levels the playing field.
Every service or technology that is not already marketed through the MLM channel will be. In addition to corporate America continuing to add networking to its arsenal of distribution, a continuing trend will develop in which multiple channels of distribution are integrated into direct selling operations--catalogue, Internet, telemarketing, satellite TV and infomercials.
Finally, the demographics will grow. A greater and greater cross-section of the American public will consider this endeavor a respectable source of part-time income. And the world market will grow. The sun will never set where networking activity is going on the global scene. In 1998, the Direct Selling Association projected that, over the following 10-year period, more than 200 million people worldwide would be recruited to direct sales companies. Even with this growth, the DSA estimates that the direct selling industry is still an ultraniche industry, accounting for less than 1% of retail sales. But, because of its social nature, the impact on individuals will far outstrip its economic impact - it will effectively be an outpost for the free enterprise system in all the remote regions of the world.
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