The Handbook of Field Marketing:A Complete Guide to Understanding and Outsourcing Face- To- Face Direct Marketing Book Description
by Alison Williams, Roddy Mullin
Price: N7000
Product Code: 1270753783
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Number of Pages: 272
Binding: Paper Back
Publisher: Kogan Page
Edition: 2009
ISBN: 0749456264
ISSN: 9780749456269
Availability: To be delivered within 10 working days after payment date
Summary: Field marketing can be differentiated from all other marketing activities because it is face-to-face direct marketing. Field marketing includes direct selling promotions, exhibitions, merchandising, auditing, demonstrations, and mystery shopping. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. "The Handbook of Field Marketing" explains both the principles and practices involved in field marketing. The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.
The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record.
Alison Williams has contributed to The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face- To- Face Direct Marketing as an author. Alison Williams is Chairwoman of the FDS Group of Companies, which she founded in 1981, and is also the first Chairwoman of the British Field Marketing Council for the Direct Marketing Association.
Roddy Mullin has contributed to The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face- To- Face Direct Marketing as an author. Roddy Mullin has been a consultant for marketing and sales for two decades. He has written or co-authored several other books for Kogan Page including "The Handbook of Field Marketing."