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Description: The Handbook of Field Marketing is an outstanding guidebook, explaining both the principles and practices involved in field marketing. The authors reveal the most successful filed marketing techniques to ensure profitable brand maximization for your company`s product- whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales record.
This groundbreaking title explores in depth the six different disciplines involved in field marketing: sales ¢ merchandising ¢ auditing ¢ Sampling and demonstrating ¢ experiential marketing, road shows and events ¢ Mystery calling and shopping
Including numerous examples, self-study questions and proven recommendations for success, the book offers a blueprint for best practice, enabling you to carry out robust and meaningful brand research. The Handbook of Field Marketing provides invaluable advice on utilizing field marketing to understand core markets and building profitable brands around the results of the research.
Contents: 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; Maximizing the FM budget; The law; Field marketing practice in the international arena; Face-to-face sales in-house; Further information; Glossary
About the Authors: Alison Williams is Chairman of the FDS Group of Companies and is also first Chairman of the Field Marketing Council for the Direct Marketing Association.
Roddy Mullin is both a Chartered Engineer and a Chartered Marketer.
Target Audience: Whether you are a brand, marketing or retail manager, or a student of marketing and retail, this book is essential reading for all those who want to succeed in field marketing.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749453800
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Pages : 325
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