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Record Nr. |
UNINA9910451560303321 |
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Autore |
Williams Alison |
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Titolo |
The handbook of field marketing [[electronic resource] ] : a complete guide to understanding and outsourcing face-to-face direct marketing / / Alison Williams & Roddy Mullin |
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Pubbl/distr/stampa |
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London ; ; Philadelphia, : Kogan Page, 2008 |
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ISBN |
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1-281-09190-1 |
9786611091903 |
0-7494-5290-0 |
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Descrizione fisica |
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1 online resource (272 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Direct marketing |
Sales promotion |
Sampling |
Branding (Marketing) |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Contents; List of case studies; Foreword; Preface; Introduction; What FM is, the FM disciplines and what FM does; Who uses FM?; How to use this book; What is not in this book; Part 1 Principles; 1 Starting with the customer; 2 The business and marketing purpose behind FM; 3 What FM is and what it can do; 4 The FM sales discipline; 5 The FM merchandising discipline; 6 The FM auditing discipline; 7 The FM sampling and demonstrating discipline; 8 The FM experiential marketing, roadshows and events discipline; 9 The FM mystery calling and shopping discipline; 10 Ancillaries 1; 11 Ancillaries 2 |
Part 2 Practice12 How and when to use FM; 13 FM in operation; 14 Measuring FM's success - ROI; 15 How to select an FM agency as a partner; 16 Maximizing the FM budget; 17 The law, staff pay, health and safety; 18 FM practice in the international arena; 19 Face-to-face sales - in-house; Further information; Glossary of abbreviations; References and further reading; Index |
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Sommario/riassunto |
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The Handbook of Field Marketing reveals the best techniques to ensure |
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