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The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-face Direct Marketing
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商品簡介
In this handbook, Williams and Mullin guide brand, retail, and marketing managers, as well as students and those in charities and nonprofit organizations, on the principles and practices of field marketing, in particular sales, merchandising, auditing, sampling and demonstrating, experiential marketing, road shows, and events, and mystery calling and shopping. Field marketing is explained within an integrated marketing approach and case studies are incorporated. The second section addresses these principles in practice, including operation, measuring success, selecting a field marketing agency as a partner, budget, legal aspects such as employment, health, and safety law, and in the international arena. Only face-to-face marketing is covered. Williams is associated with a field marketing company and Mullin is a chartered engineer and marketer. Annotation c2008 Book News, Inc., Portland, OR (booknews.com)
作者簡介
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.
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