TY  - BOOK
AU  - Williams, Alison
AU  - Mullin, Roddy
TI  - The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing
SN  - 9780749453800
U1  - 658.872 
PY  - 2008///
CY  - London
PB  - Kogan Page Limited
KW  - Marketing
N1  - 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
ER  -