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BIBLIOGRAFÍA SOBRE NETWORK MARKETING

Personas Ayudando a Personas a Ayudarse a Sí Mismas - L. Costa


Macrotendencias - John Naisbitt - Editorial Mitre
Megatrends 2000 - John Naisbitt / Patricia Aburdene - Editorial: Plaza & Janes/Cambio 16
Marketing Multi-Nivel, El negocio de los 90 - Peter Clothier - Promociones Jumerca
Capitalismo Solidario - Rich de Vos - Editorial Iberonet
El Negocio que está haciendo más millonarios en el Mundo - M. Angel Spezzia - Editorial Exieditores
Marketing Multinivel y Marketing Directo de Red - Allen Carmichael - Ediciones Obelisco
El Futuro de la Venta Multi-Nivel en Europa - Paul Dewandre y Corinne Mahieu - Editions du Saint-Bernard,
1995
La Tercera Ola - Richard Poe - Editorial Iberonet
La Distribución Interactiva (Multinivel) - Luis Cadenas - Editorial Iberonet

Nuevas Formas de Venta Directa - Diversos Conferenciantes - Cámara de Comercio de Valencia


La Revolución de la Venta Directa - Dominique Xardel - Promociones Jumerca
Networking Inteligente - Baker - Editorial McGraw Hill
Preparando el Futuro - Diversos Autores - Ediciones Gestión 2000, S.A.
Un Sueño: Libertad - Charles Paul Conn - Better Future Books
La Venta Multinivel - Gini Graham Scott - Ediciones Deusto
Éxito en Multinivel - Gini Graham Scott - Ediciones Deusto.
Marketing de Rede, A Era do Supermercado Virtual - Francisco Gracioso e Eduardo Rienzo Najjar. - São
Paulo: Editora Atlas, 1997.
Muito mais sobre Network Marketing - Richard Poe - Rio de Janeiro: Record, 1997. Tradução de: The Wave 3
way to building your downline
Marketing de Rede - Will Marks. - São Paulo: Makron Books, 1995. Título original: Multi-level Marketing: the
definitive guide to America's top MLM companies.
Tudo sobre Network Marketing - Richard Poe; tradução de Alberto Lopes. - Rio de Janeiro: Record, 1995.
Tradução de: Wave 3: the New Era in Network Marketing.
Marketing de Rede de Vendas - Gregory Kishel, Patricia Kishel; tradução José Carlos Barbosa dos Santos;
revisão técnica José Augusto Nascimento. São Paulo : Makron Books, 1993. Título original: Build Your Own
Network Sales Business.
Como ficar rico com Network Marketing - John Bremner; tradução Alberto Lopes. - Rio de Janeiro: Record,
1995. Tradução de: How to make your fortune through Network Marketing.
Como ser bem-sucedido em Network Marketing - Leonard S. Hawkins; tradução Alberto Lopes. - Rio de
Janeiro: Record, 1996. Tradução de: How to succeed in Network Marketing.
A sua liberdade financeira - André Blanchard. - São Paulo: Editora Gente, 1993.
The Greatest Networker In The World - John Milton Fogg
Being the best you can Be in MLM - John Kalench
The Wave 3 Way to Build Their Downline - Richard Poe
The Amo Networker - Lon Lindsey
I am In - Ralph Marston

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