- Shows how to use field marketing to understand core markets and build profitable brands around the findings
- Covers a range of techniques used including merchandizing, sampling, demonstrating, mystery shopping, experiential marketing and events
- Offers a complete handbook for marketing management whether planning the strategy or managing a field marketing team
The Handbook of Field Marketing
A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing
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.
Key features at a glance
EAN: 9780749456269
Edition: 1
Published:
Format: 230x151
272 pages
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 .
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