The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing
Williams, Alison
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing - London Kogan Page Limited 2008 - 241p
Part 1 Principles: Starting with the customer; The business and marketing purpose behind field marketing; What field marketing is and what it can do; The FM sales discipline; The merchandising discipline; The auditing discipline; The sampling and demonstrating discipline; The experiential marketing discipline; The mystery shopping discipline; Ancillaries 1; Ancillaries 2; Part 2 Practice: How and when to use field marketing; Field marketing in operation; Measuring field marketing’s success; How to select a field marketing agency as a partner; Procurement; Maximizing the FM budget; The law; Field marketing practice in the international arena; Face-to-face sales in-house; Further information; Glossary
9780749453800 0.00
Marketing
658.872 / WIL
The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing - London Kogan Page Limited 2008 - 241p
Part 1 Principles: Starting with the customer; The business and marketing purpose behind field marketing; What field marketing is and what it can do; The FM sales discipline; The merchandising discipline; The auditing discipline; The sampling and demonstrating discipline; The experiential marketing discipline; The mystery shopping discipline; Ancillaries 1; Ancillaries 2; Part 2 Practice: How and when to use field marketing; Field marketing in operation; Measuring field marketing’s success; How to select a field marketing agency as a partner; Procurement; Maximizing the FM budget; The law; Field marketing practice in the international arena; Face-to-face sales in-house; Further information; Glossary
9780749453800 0.00
Marketing
658.872 / WIL