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The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing

By: Contributor(s): Material type: TextTextPublication details: London Kogan Page Limited 2008Description: 241pISBN:
  • 9780749453800
Subject(s): DDC classification:
  • 658.872 WIL
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Holdings
Item type Current library Item location Collection Call number Status Date due Barcode Item holds
Reference Book Reference Book NIMA Knowledge Centre 6th Floor Silence Zone Reference 658.872 WIL (Browse shelf(Opens below)) Not For Loan M0025580
Total holds: 0

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

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