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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Book Description
Editorial Reviews
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"There was a notable gap in the market for a comprehensive handbook on field marketing. This book fills that gap admirably, step by guided step." -- Frank Wainwright, Editor, Field Marketing
About the 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 in Britain.
Roddy Mullin has been a consultant for marketing and sales for the past two decades and is a Vice President of the Central London branch of the Chartered Institute of Marketing. He has written or co-authored several other books for Kogan Page including the bestselling Sales Promotion.
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4.0 out of 5 stars
A good place to start,
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This review is from: The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing (Paperback)
This is one of the only books on field marketing out there. It reviews what Field Marketing is, what it does, who should do it. It talks about how to go and develop a field marketing team, and how to determine ROI.
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