Overview

Full Product Details

Author:   Alison Williams ,  Roddy Mullin
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.10cm , Height: 1.90cm , Length: 23.00cm
Weight:   0.407kg
ISBN:  

9780749456269

ISBN 10:   0749456264
Pages:   272
Publication Date:   03 June 2009
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

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

Reviews

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

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

""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

Author Information

Alison Williams is Chairman of the FDS Group of Companies which she founded in 1981, and is also the first Chairman of the Field Marketing Council for the DMA. Previously Chair of the Field Marketing Association, she has held the chair of the industry body for 11 years. Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for marketing and sales for the past two decades, and is a Vice President of the Central London brand of the CIM as well as a member of the Worshipful Company of Marketors' task force for marketing in the UK. He has written or co-authored several other books for Kogan Page including the bestselling Sales Promotion .

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