LEADER 02879oam 2200541 450 001 9910819631103321 005 20170523091550.0 010 $a1-281-09190-1 010 $a9786611091903 010 $a0-7494-5290-0 035 $a(OCoLC)435747661 035 $a(MiFhGG)GVRL2QAT 035 $a(EXLCZ)991000000000408501 100 $a20070910d2008 uy 0 101 0 $aeng 135 $aurun|---uuuua 181 $ctxt 182 $cc 183 $acr 200 14$aThe handbook of field marketing $ea complete guide to understanding and outsourcing face-to-face direct marketing /$fAlison Williams & Roddy Mullin 210 $aLondon ;$aPhiladelphia $cKogan Page$d2008 210 1$aLondon, England :$cKogan Page,$d2008. 215 $a1 online resource (xxv, 241 pages) $cillustrations 225 0 $aGale eBooks 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 $aBranding (Marketing) 615 0$aDirect marketing. 615 0$aSales promotion. 615 0$aSampling. 615 0$aBranding (Marketing) 676 $a658.8 700 $aWilliams$b Alison$0919336 702 $aMullin$b Roddy 801 0$bMiFhGG 801 1$bMiFhGG 906 $aBOOK 912 $a9910819631103321 996 $aThe handbook of field marketing$94033161 997 $aUNINA