The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing /

• Main Author: Williams, Alison.
• Corporate Author: Gale Group.
• Other Authors: Mullin, Roddy.
• Format: Electronic
• Language: English
• Published: London, England : Kogan Page, c2008.
• Series: Gale virtual reference library
• Subjects: Direct marketing.; Sales promotion.; Sampling.; Branding (Marketing)
• Online Access: Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access

Explores techniques that ensure profitable brand maximization for a company's products, whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.

Table of Contents:

• Starting with the customer
• The business and marketing purpose behind FM
• What FM is and what it can do
• The FM sales discipline - outsourcing to highly trained sales staff
• The FM merchandising discipline
• The FM auditing discipline
• The FM sampling and demonstrating discipline
• The FM experiential marketing, roadshows and events discipline
• The FM mystery calling and shopping discipline
• Ancillaries 1- training, personnel systems, uniforms, and equipment in the field
• Ancillaries 2 - IT and data management, mapping software, warehousing and telephone marketing
• How and when to use FM
• FM in operation
• Measuring FM's success - ROI
• How to select an FM agency as a partner - procurement and what to look for