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The Hard Sell - An Ethnographic Study of the Direct Selling Industry (Paperback)
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The Hard Sell - An Ethnographic Study of the Direct Selling Industry (Paperback)
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In this work John Bone provides a lively and engaging insight into
the social world of direct selling organizations. He investigates
these under-researched organizations via a detailed ethnography of
two home improvement companies selling products such as fitted
kitchens, double glazing and conservatories, as well as developing
wider sociological debates on trust and interaction. These
organizations tend to be loosely ordered and internally competitive
collectives whose sole aim is to maximize short term profits
through sales strategies that routinely employ the calculative
exploitation of consumer norms and expectations. John Bone uses his
findings to argue that amid the wave of increasing deregulation and
liberalization that has supplanted the planned and regulated form
of capitalism that predominated until the 1970s, such conditions
are now becoming prevalent in mainstream contemporary
organizations, threatening to unleash a latent disorder that
underlies the rationality of 'modern' business.
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