The handbook of field marketing : a complete guide to understanding and outsourcing face-to-face direct marketing /

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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 an...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Williams, Alison
Otros Autores: Mullin, Roddy
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London ; Philadelphia : Kogan Page, 2008.
Temas:
Direct marketing.
Sales promotion.
Sampling.
Branding (Marketing)
Marketing direct.
Ventes > Promotion.
Échantillonnage.
Stratégie de marque.
branding.
BUSINESS & ECONOMICS > Marketing > Telemarketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
BUSINESS & ECONOMICS > Mail Order.
BUSINESS & ECONOMICS > Marketing > Direct.
BUSINESS & ECONOMICS > E-Commerce > Internet Marketing.
Face-to-face marketing; > experiential marketing; > sampling and demonstrations; > field marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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