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Informationen zum Autor 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. 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). Klappentext 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 whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. 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. Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. Zusammenfassung 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. Inhaltsverzeichnis Introduction What FM is, the FM disciplines and what FM does Who uses FM?How to use this book What is not in this book Part 1: Principles 1 Starting with the customer Customers and their behaviour The new marketing mix -- the offer -- the six Cs It's all in the mind of the customer Managing the brand -- influencing the mind of the customer FM and ethics Summary Self-study questions 2 The business and marketing purpose behind FM Introduction to the business process How marketing fits into a business Business and marketing objectives The promotional mix The process of planning The marketing plan -- the outcome of the planning process Case studies Summary Self-study questions 3 What FM is and what it can do The overriding FM benefits The FM toolbox Tackling typical FM objectives FM for B2B, B2C and non-retail FM -- the user perspective FM staff -- a key ingredient FM -- the ancillaries Summary Self-study questions 4 The FM sales discipline -- outsourcing to highly trained sales staff The FM sales discipline -- direct selling Outsourcing Selling for B2B and B2C clients Direct sales: strategic and tactical outsourcingDoor-to-door strategically outsourced sales Other sales solutions Summary Self-study questions 5 The FM merchandising discipline The merchandising discipline The merchandising task Category managementDealing with merchandising crises Tips for merchandising Summary Self-study questions 6 The FM auditing discipline Tips for planning an audit Summary Self-study questions 7 The FM sampling and demonstrating discipline Sampling DemonstratingIndoors and outdoors Important points Summary Self-study questions 8 The FM experiential marketing, road shows and events discipline Purpose Location, location -- the venue Guerrilla activity Booking Assessing the results Summary Self-study questions 9 The FM mystery calling and shopping discipline Purpose of mystery shopping The mystery shopper's audit Tips for a successful mystery audit Summary Self-study questions 10 Ancilla...
