Direct Sales An Overview (1998) - Book Review

About the Author:

Few people in the direct sales/mlm industry have achieved the credentials of Dr. Keith Laggos. Dr. Laggos is not only respected for academic achievement in economics and marketing, but also for his hands on practical accomplishments in the direct sales industry. Having started his experience in direct sales as an Amway distributor in 1971, he has gone on to hold corporate and management consulting positions. In 1986, Dr. Laggos founded the leading trade journal in the industry, Money Maker’s Monthly, where he has served many years as publisher and editor in chief. He went on to found the newstand magazine, Wealth Building, that focuses on industry issues, as well as the Direct Sales Journal, a journal focused on the issues of corporate management in the direct sales industry. Along the way he has lectured extensively at trade meetings and in the university setting. He has co-sponsored the well received multi-year industry conference series, The MLM Entreprepreneur Series as well as the corporate oriented series, Starting and Running the Successful MLM Business. He brings to the practical world of direct sales impeccable academic credentials, including a masters degree and Ph.D in economics, as well as an M.B.A. in management and marketing.

The Book:

His first academic book, Direct Sales An Overview, is a seminal work in the direct sales industry. It is the first comprehensive college textbook on the direct sales industry. For those who are seriously interested about the business, this is essential reading.

The book methodically dissects direct sales as a method of distribution. Almost 200 pages, alone, are devoted to a detailed discussion of the various types of direct sales compensation plans, traditional, uni-level, matrix, stairstep/breakaway and matrix. Along with excellent illustrations, each type of plan is outlined with respect to its unique and differentiating features, its goals and objectives, as well as its strengths and weaknesses.

The book provides an excellent chronicle of the history of direct sales from the earliest time periods through multiple stages leading to the present. In addition to covering the development of the U.S. direct sales industry, the book explains the phenomenal growth of the industry on a global scale. Beyond structure itself, Dr. Laggos focuses on product considerations as well as issues of technology and media impact on the direct sales industry.

Chapter 6 of the book is written by contributor, Jeffrey Babener, of mlmlegal.com, legal counsel for many of the leading companies in the direct selling industry. The focus of the chapter is the legal environment of the direct sales industry, discussing leading cases and legislation at both the federal and state levels.

Dr. Laggos has penned this as the first of a series of five college level textbooks on the direct sales industry. When the series is complete, it is his intention that the series will offer a comprehensive standardized curriculum to those marketing majors who wish to focus on direct sales.

Out of five stars, this book deserves a five star rating. Dr. Laggos has made a tremendous and enduring contribution to the direct sales industry.

Back to the Key Points (Chapter Six Overview).

Read Chapter Six.

---

---