02879oam 2200541 450 991081963110332120170523091550.01-281-09190-197866110919030-7494-5290-0(OCoLC)435747661(MiFhGG)GVRL2QAT(EXLCZ)99100000000040850120070910d2008 uy 0engurun|---uuuuatxtccrThe handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing /Alison Williams & Roddy MullinLondon ;Philadelphia Kogan Page2008London, England :Kogan Page,2008.1 online resource (xxv, 241 pages) illustrationsGale eBooksDescription 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)Direct marketing.Sales promotion.Sampling.Branding (Marketing)658.8Williams Alison919336Mullin RoddyMiFhGGMiFhGGBOOK9910819631103321The handbook of field marketing4033161UNINA