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The Handbook of Field Marketing: A Complete Guide to Understanding and ...
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing
By Alison Williams, Roddy Mullin
Publisher: Kogan Page
Number Of Pages: 241
Publication Date: 2008-01-01
ISBN-10 / ASIN: 0749450258
ISBN-13 / EAN: 9780749450250
Binding: Hardcover
Book Description:
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 will allow a person with a specific interest in field marketing to understand, within the context of marketing as a whole, how to undertake field marketing. It covers all that one needs to know to practice or oversee field marketing in any size company. Marketing personnel and brand managers will find the book particularly useful.
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