03488nam 2200745Ia 450 991045156030332120200520144314.01-281-09190-197866110919030-7494-5290-0(CKB)1000000000408501(EBL)319682(OCoLC)435747661(SSID)ssj0000167545(PQKBManifestationID)11924595(PQKBTitleCode)TC0000167545(PQKBWorkID)10170855(PQKB)10060490(SSID)ssj0001654870(PQKBManifestationID)16435202(PQKBTitleCode)TC0001654870(PQKBWorkID)14983806(PQKB)10650411(MiAaPQ)EBC319682(PPN)170239667(Au-PeEL)EBL319682(CaPaEBR)ebr10502424(CaONFJC)MIL109190(OCoLC)182575957(EXLCZ)99100000000040850120070910d2008 uy 0engur|n|---|||||txtccrThe handbook of field marketing[electronic resource] a complete guide to understanding and outsourcing face-to-face direct marketing /Alison Williams & Roddy MullinLondon ;Philadelphia Kogan Page20081 online resource (272 p.)Description based upon print version of record.0-7494-5626-4 0-7494-5025-8 Includes bibliographical references and index.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 2Part 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; IndexThe Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company's products Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.Direct marketingSales promotionSamplingBranding (Marketing)Electronic books.Direct marketing.Sales promotion.Sampling.Branding (Marketing)658.8Williams Alison919336Mullin Roddy1048610MiAaPQMiAaPQMiAaPQBOOK9910451560303321The handbook of field marketing2477019UNINA