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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.
    Paperback£24.99
EAN: 9780749456269
Edition: 1
Published:
Paperback
Format: 230x151
272 pages
    About the book
    Table of contents

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

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.

More about Alison Williams

Roddy Mullin

Roddy Mullin, Chartered Marketer and Chartered Engineer, has been a consultant for sales and marketing for the past two decades, with his business aim being to 'make people make money'. He is an examiner for the Institute of Promotional Marketing Diploma as well as former Vice President of the Central London branch of the CIM and former Court Assistant of the Worshipful Company of Marketors. He has written several books including Promotional Marketing and The Handbook of Field Marketing (both published by Kogan Page).

More about Roddy Mullin