The Handbook of Field Marketing
Field Marketing covers all that needs to be known to practice face to face personal contact direct marketing and has sections on selling promotions, exhibitions and road shows, merchandising, auditing, sampling and demonstration, and mystery shopping.
If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.
The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company’s products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.
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.
REVIEWS :“In this handbook, Williams and Mullin guide brand retail, and
marketing managers, as well as students and those in charities and
non-profit organisations, on the principles and practices of field
marketing.”
Book News, Library Publication – USA, Spring 2008
“The world premiere of any kind of guidebook to field marketing
[…] The Handbook of Field Marketing sets out to be practical and
all-encompassing. Logically, given the lack of any predecessor, it also
aims to set out the basics. It achieves both, quite admirably, without
becoming wordy or repetitive.”
Field Marketing, Spring 2008
Hardback, 272 Pages, Dimensions 234 x 156 MM Language English.
Part 1
Principles: Starting with the customer;
The business and marketing purpose behind field marketing;
What field marketing is and what it can do;
The FM sales discipline;
The merchandising discipline;
The auditing discipline;
The sampling and demonstrating discipline;
The experiential marketing discipline;
The mystery shopping discipline;
Ancillaries 1;
Ancillaries 2;
Part 2
Practice: How and when to use field marketing;
Field marketing in operation;
Measuring field marketing’s success;
How to select a field marketing agency as a partner, Procurement; Maximising the FM budget;
The law;
Field marketing practice in the international arena;
Face-to-face sales in-house;
Further information;
Glossary
Alison Williams is Chairman of the FDS Group of Companies which she founded in 1981, and is also the first Chairman of the Field Marketing Council for the DMA. Previously Chair of the Field Marketing Association, she has held the chair of the industry body for 11 years.
Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for sales and marketing for the past two decades, and his business aim is to “make people make money”. He is a Vice President of the Central London branch of the CIM, a Court Assistant of the Worshipful Company of Marketors, and an examiner for the Institute of Sales Promotion diploma. He is a member of the task force for marketing in the UK.
He has written or co-authored several books for Kogan Page, including Sales Promotion, The Handbook of Field Marketing, Direct Marketing and Value for Money Marketing.