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The Handbook of Field Marketing (A complete guide to understanding and outsourcing face-to-face direct marketing)
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ISBN
:
9780749453800
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Publisher
:
Kogan Page Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
266
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Year
:
2008
₹
325.0
₹
325.0
325.0
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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 shoppingIncluding 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.About Author:S 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.
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