Resumo

CACHO-ELIZONDO, Silvia  e  LAZARO ALVAREZ, José-Domingo. Digital transformation of network marketing, multilevel and direct sales businesses. The impact of new tools and digital platforms. The Anáhuac j. [online]. 2018, vol.18, n.2, pp.13-41.  Epub 24-Jan-2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2018v18n2.01.

This article explores the impact caused by the introduction of new digital tools in the industry of network marketing, multilevel and direct sales, studying its effects in several business dynamics such as training strategies, plans of integrated communication, real time planning and measurement, digital and mobile commerce and aspirational marketing positioning, that constitute the main activities for the success of its business model.

We propose a conceptual framework for the commercial repercussions of the implementation of massive access technologies, assessing their potential to strengthen and harmonize the multilateral relations between corporate and distributors

This research project aims to stimulate reflection on the profound digital transformation that network marketing, multilevel and direct sales companies are experiencing, developing an strategic plan for digital migration.

Palavras-chave : network marketing; multilevel; direct sales; digital transformation; M15; M31; O33; Y10.

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