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100   $a20070910d2008      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 14$aThe handbook of field marketing$b[electronic resource] $ea complete guide to understanding and outsourcing face-to-face direct marketing /$fAlison Williams & Roddy Mullin
210   $aLondon ;$aPhiladelphia $cKogan Page$d2008
215   $a1 online resource (272 p.)
300   $aDescription based upon print version of record.
311   $a0-7494-5626-4 
311   $a0-7494-5025-8 
320   $aIncludes bibliographical references and index.
327   $aContents; 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
327   $aPart 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
330   $aThe 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.
606   $aDirect marketing
606   $aSales promotion
606   $aSampling
606   $aBranding (Marketing)
608   $aElectronic books.
615  0$aDirect marketing.
615  0$aSales promotion.
615  0$aSampling.
615  0$aBranding (Marketing)
676   $a658.8
700   $aWilliams$b Alison$0919336
701   $aMullin$b Roddy$01048610
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910451560303321
996   $aThe handbook of field marketing$92477019
997   $aUNINA