Детерминанте развоја мултилевел маркетинга у Пољској у контексту разлика између генерација X, Y, Z
Sažetak
Основна сврха овог рада је покушај да се процени развојни потенцијал мултилевел маркетинга у Пољској, с обзиром на разлике у перцепцији система од стране различитих генерација. У теоријском делу чланка објашњена је суштина концепта мултилевел маркетинга, представљени су тржишни трендови у развоју директне продаје и описане су карактеристике генерација X, Y, Z. Затим су, према емпиријском делу рада, приказани резултати истраживања о разликама у перцепцији мултилевел маркетинга пољских представника генерација X, Y, Z. У последњем делу, на основу анализе прикупљених података, формулисани су закључци који се тичу даљих перспектива развоја сектора директне продаје.
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