Handbook of Field Marketing

Practice face to face personal contact direct marketing with this comprehensive guide, covering selling promotions, exhibitions and road shows, merchandizing, auditing, sampling and demonstration and mystery shopping.

Chapter - 00: Introduction; Section - ONE: Principles; Chapter - 01: Starting with the customer; Chapter - 02: The business and marketing purpose behind FM; Chapter - 03: What FM is and what it can do; Chapter - 04: The FM sales discipline - outsourcing to highly trained sales staff; Chapter - 05: The FM merchandising discipline; Chapter - 06: The FM auditing discipline; Chapter - 07: The FM sampling and demonstrating discipline; Chapter - 08: The FM experiential marketing, roadshows and events discipline; Chapter - 09: The FM mystery calling and shopping discipline; Chapter - 10: Ancillaries 1 - training, personnel systems, uniforms, and equipment in the field; Chapter - 11: Ancillaries 2 - IT and data management, mapping software, warehousing and telephone marketing; Section - TWO: Practice; Chapter - 12: How and when to use FM; Chapter - 13: FM in operation; Chapter - 14: Measuring FM's success - ROI; Chapter - 15: How to select an FM agency as a partner - procurement and what to look for; Chapter - 16: Maximizing the FM budget; Chapter - 17: The law, staff pay, health and safety; Chapter - 18: FM practice in the international arena; Chapter - 19: Face-to-face sales - in-house