The Handbook of Field Marketing covers all you need to practice face to face personal contact direct marketing. Includes 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.
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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