The Resource The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing, Alison Williams & Roddy Mullin

The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing, Alison Williams & Roddy Mullin

Label
The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing
Title
The handbook of field marketing
Title remainder
a complete guide to understanding and outsourcing face-to-face direct marketing
Statement of responsibility
Alison Williams & Roddy Mullin
Creator
Contributor
Subject
Language
eng
Summary
The Handbook of Field Marketing reveals the best techniques to ensure profitable brand maximization for your company?s products Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research
Cataloging source
N$T
Dewey number
658.8/72
Illustrations
illustrations
Index
index present
LC call number
HF5415.126
LC item number
.W55 2008eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing, Alison Williams & Roddy Mullin
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references (page 237) and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Cover -- Contents -- List of case studies -- Foreword -- Preface -- 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 -- 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, roadshows 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 -- Personal development -- Personnel systems -- Recruitment -- Management -- Appearance matters -- Equipment -- Summary -- Self-study questions -- 11 Ancillaries 2 -- IT and data management -- Warehouse and despatch -- Telephone marketing -- Summary -- Self-study questions -- 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
Control code
ocn182575957
Dimensions
unknown
Extent
1 online resource (xxv, 241 pages)
File format
unknown
Form of item
online
Isbn
9780749452902
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
9786611091903
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
109190
Quality assurance targets
not applicable
http://library.link/vocab/recordID
.b35484445
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)182575957
  • pebcs0749450258

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
Processing Feedback ...