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The Handbook of Field Marketing

A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing

Roddy Mullin, Alison Williams

Practice face to face personal contact direct marketing with this comprehensive guide, covering selling promotions, exhibitions and road shows, merchandizing, auditing, sampling and demonstration and mystery shopping.

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EAN: 9780749456269

Edition: 1

Published: 03 Jun 2009

Format: 230 x 151

272 pages

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About the book

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 you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success.

Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. 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.

About the authors

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 marketing and sales for the past two decades, and is a Vice President of the Central London brand of the CIM as well as a member of the Worshipful Company of Marketors' task force for marketing in the UK. He has written or co-authored several other books for Kogan Page including the bestselling Sales Promotion .

Roddy Mullin

Alison Williams

- Chapter - 00: Introduction;
Section - ONE: Principles;
- Chapter - 01: Starting with the customer;
- Chapter - 02: The business and marketing purpose behind FM;
- Chapter - 03: What FM is and what it can do;
- Chapter - 04: The FM sales discipline – outsourcing to highly trained sales staff;
- Chapter - 05: The FM merchandising discipline;
- Chapter - 06: The FM auditing discipline;
- Chapter - 07: The FM sampling and demonstrating discipline;
- Chapter - 08: The FM experiential marketing, roadshows and events discipline;
- Chapter - 09: The FM mystery calling and shopping discipline;
- Chapter - 10: Ancillaries 1 – training, personnel systems, uniforms, and equipment in the field;
- Chapter - 11: Ancillaries 2 – IT and data management, mapping software, warehousing and telephone marketing;
Section - TWO: Practice;
- Chapter - 12: How and when to use FM;
- Chapter - 13: FM in operation;
- Chapter - 14: Measuring FM’s success – ROI;
- Chapter - 15: How to select an FM agency as a partner – procurement and what to look for;
- Chapter - 16: Maximizing the FM budget;
- Chapter - 17: The law, staff pay, health and safety;
- Chapter - 18: FM practice in the international arena;
- Chapter - 19: Face-to-face sales – in-house