Marketing approaches and directions are changing over time with the environmental effects (Gulbahar and Yildirim, 2015). Hence, to overcome the shortcoming related to the present procedure of marketing as respects to dispersion channel and promotion; there is a requirement for other marketing technique (Vize et al., 2016).During the 1980s classical marketing faced problems that could not be solved by the implementation of the usual marketing activities. Traditional marketing rested upon traditional marketing instruments.The 1980s saw a rapid expansion of competitors on the market and the market underwent an abrupt change. It was therefore necessary to redefine marketing and enable the continuation of its development through the invention of new courses of action and new instruments (Tiganj and Aleric, 2012).Marketing such as digital marketing has brought many new opportunities and tools to the forefront of event marketing that include social media, email marketing, blogs, SEO and video marketing (Geraghty and Conway, 2016).More and more companies today are selling their products and services directly to customers without intermediaries and are thus identifying new prospects through a process called direct marketing. Peterson and Albaum, (2007) defines direct selling as “face to face selling away from a fixed retail location” (Attri, 2011). Direct sale, and its special case MLM, is one of the finest tools of relationship marketing (Koroth, and Sarada, 2012).Multi-level marketing (MLM) is one of marketing techniques, it is growing constantly all over the world (Pang, and Monterola, 2017). It utilizes special techniques to develop long-term and cost-effective relationships (Constantin, 2009).Direct selling is a face-to-face selling of product or service to buyers; however, it is often away from the store site (Attri, 2011). MLM can be described as a scheme of direct selling. In direct selling there is direct contact between the distributor and buyer.Conversely to traditional marketing, e.g. newspaper and radio, MLM depends on word of mouth (WOM) to promote products/services using personal networks (Vize et al., 2016).