IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-113944y2024i2p449-470.html
   My bibliography  Save this article

Il ruolo della strumentazione di marketing digitale nella vendita diretta. Un’indagine sulla rete di PEF S.p.A

Author

Listed:
  • Carolina Guerini
  • Alberto Cusi

Abstract

In the face of the changes experienced by the figure of the salesperson and, in particular, to verify the diffusion of digital tools in the field of direct sales, a web-based research questionnaire was submitted to a sample of direct sales representatives of PEF S.p.A. (an Italian network marketing company operating in the energy industry), aimed at measuring the perceived usefulness and effective use of digital marketing tools. The questionnaire, administered in March/April 2023, provides an initial indication of the instrumentality of digital communication tools and, indirectly, of the evolution of the skills profile of the network marketer in the context of a role that bases its differentiation and the generated value for the customer on personal interaction vis-à-vis and off-line conversion.

Suggested Citation

  • Carolina Guerini & Alberto Cusi, 2024. "Il ruolo della strumentazione di marketing digitale nella vendita diretta. Un’indagine sulla rete di PEF S.p.A," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 449-470.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/113944:y:2024:i:2:p:449-470
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/113944
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/113944
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/113944:y:2024:i:2:p:449-470. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.