Retention of the partner network as a priority of the marketing strategy of a direct selling company (the case of APL GO)
Annotation
The article examines the role of partner network retention in the marketing strategy of a direct selling company. In such a company the partner is at the same time a buyer of the products, their seller and a channel for recruiting new members, so the loss of a partner means not only lower sales but also a weaker distribution system. Based on the internal sales statistics of the international company APL GO for 2022–2025, an index and structural analysis of paid sales was carried out for the company as a whole and for the Russian market. It was found that after the peak of 2023 sales have been...
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