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

Overview

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 explains both ...

See more details below
Other sellers (Paperback)
  • All (7) from $16.47   
  • New (4) from $21.05   
  • Used (3) from $16.47   
Sending request ...

Overview

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 explains both the principles and practices involved in field marketing.  The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record.
 
Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

Read More Show Less

Editorial Reviews

From the Publisher

"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
Read More Show Less

Product Details

  • ISBN-13: 9780749456269
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/1/2009
  • Pages: 272
  • Product dimensions: 5.80 (w) x 8.90 (h) x 0.70 (d)

Meet 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.

Read More Show Less

Table of Contents

Introduction   

What FM is, the FM disciplines and what FM does     

Who uses FM?

How to use this book  

What is not in this book          

Part 1: Principles       

1 Starting with the customer 

Customers and their behaviour           

The new marketing mix — the offer — the six Cs        

It’s all in the mind of the customer     

Managing the brand — influencing the mind of the customer  

FM and ethics 

Summary        

Self-study questions   

2 The business and marketing purpose behind FM  

Introduction to the business process   

How marketing fits into a business     

Business and marketing objectives     

The promotional mix  

The process of planning         

The marketing plan — the outcome of the planning process    

Case studies    

Summary        

Self-study questions   

3 What FM is and what it can do      

The overriding FM benefits    

The FM toolbox          

Tackling typical FM objectives           

FM for B2B, B2C and non-retail        

FM — the user perspective      

FM staff — a key ingredient    

FM — the ancillaries    

Summary        

Self-study questions   

4 The FM sales discipline — outsourcing to highly trained sales staff          

The FM sales discipline — direct selling          

Outsourcing    

Selling for B2B and B2C clients         

Direct sales: strategic and tactical outsourcing

Door-to-door strategically outsourced sales    

Other sales solutions   

Summary        

Self-study questions   

5 The FM merchandising discipline  

The merchandising discipline 

The merchandising task          

Category management

Dealing with merchandising crises      

Tips for merchandising           

Summary        

Self-study questions   

6 The FM auditing discipline 

Tips for planning an audit       

Summary        

Self-study questions   

7 The FM sampling and demonstrating discipline    

Sampling         

Demonstrating

Indoors and outdoors  

Important points         

Summary        

Self-study questions   

8 The FM experiential marketing, road shows and events discipline          

Purpose                       

Location, location — the venue           

Guerrilla activity         

Booking          

Assessing the results   

Summary        

Self-study questions   

9 The FM mystery calling and shopping discipline  

Purpose of mystery shopping 

The mystery shopper’s audit   

Tips for a successful mystery audit    

Summary        

Self-study questions   

10 Ancillaries 1— training, personnel systems, uniforms and equipment in the field          

Training          

Personal development 

Personnel systems       

Recruitment    

Management   

Appearance matters    

Equipment      

Summary        

Self-study questions   

11 Ancillaries 2 — IT and data management, mapping software, warehousing and telephone marketing

IT and data management         

Warehouse and despatch        

Telephone marketing  

Summary        

Part 2: Practice         

12 How and when to use FM 

Striking a chord                      

What needs solving?   

Further thinking                      

Summary        

Self-study questions   

13 FM in operation    

Understanding the FM agency

In the beginning          

Starting with the plan  

Project management    

Operational project management        

Choosing venues        

The project starts        

Summary        

Self-study questions   

14 Measuring FM’s success — ROI   

FM’s truly powerful monetary position          

ROI     

ROI on sampling         

Examples of ROI        

Value for money        

Summary        

Self-study questions   

 

15 How to select an FM agency as a partner: procurement and what to look for 

In the beginning          

An overview of procurement  

The brief         

Tips for commissioning an FM agency           

Auction procurement and FM 

Higher standards         

Summary        

Self-study questions   

16 Maximizing the FM budget                      

Obtaining the best bang for your buck

Motivating the FM agency      

SLAs   

KPIs    

Creativity        

Examples of maximizing a campaign 

Summary        

Self-study questions   

17 The law, staff pay, health and safety       

Codes of practice and best practice guidelines          

Employment law         

Staff pay                     

Insurance        

Health and safety        

Summary        

Self-study questions   

18 FM practice in the international arena    

Doing international FM business         

Summary        

Self-study questions   

19 Face-to-face sales in-house                       

Sales in-house — a non-FM world       

Improving selling in-house     

Improving selling to B2B and B2P customers          

Face-to-face at exhibitions and trade fairs    

Summary        

Self-study questions   

Further information    

Glossary of abbreviations       

References and further reading           

Index  

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)