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 -