MARC record from Internet Archive

LEADER: 09408cam a2200769 a 4500
001 ocn163616719
003 OCoLC
005 20191109071326.8
008 070910s2008 enka b 001 0 eng
010 $a 2007037070
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020 $a0749450258
020 $a9780749450250
024 8 $a9786611091903
029 1 $aNZ1$b11545379
029 1 $aUKMGB$b013811072
035 $a(OCoLC)163616719$z(OCoLC)156821816$z(OCoLC)1001864477$z(OCoLC)1058074342$z(OCoLC)1064133867$z(OCoLC)1069506443$z(OCoLC)1086253764$z(OCoLC)1087328316$z(OCoLC)1089960051
037 $a109190$bMIL
050 00 $aHF5415.126$b.W55 2008
072 7 $aBUS$x043050$2bisacsh
072 7 $aBUS$x043040$2bisacsh
072 7 $aBUS$x040000$2bisacsh
072 7 $aBUS$x043010$2bisacsh
072 7 $aBUS$x090010$2bisacsh
072 7 $aKMP$2bicssc
082 00 $a658.8/72$222
049 $aMAIN
100 1 $aWilliams, Alison.
245 14 $aThe handbook of field marketing :$ba complete guide to understanding and outsourcing face-to-face direct marketing /$cAlison Williams & Roddy Mullin.
260 $aLondon ;$aPhiladelphia :$bKogan Page,$c2008.
300 $axxv, 241 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (page 237) and index.
520 1 $a"The Handbook of Field Marketing is a guidebook, explaining both the principles and practices involved in field marketing. The authors reveal the most successful field marketing techniques to ensure profitable brand maximization for your company's products - whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales record." "Including numerous examples, self-study questions and proven recommendations for success, the book offers a blueprint for best practice, enabling you to carry out robust and meaningful brand research. The Handbook of Field Marketing provides invaluable advice on utilizing field marketing to understand core markets and building profitable brands around the results of the research." "Whether you are a brand, marketing or retail manager, or a student of marketing and retail, this book is essential reading for all those who want to succeed in field marketing."--Jacket.
505 0 $aMachine derived contents note: [ct]Contents -- [con]Foreword 0 -- Preface 0 -- Introduction 0 -- What FM is, the FM disciplines and what FM does 00 -- Who uses FM? 00 -- How to use this book 00 -- What is not in this book 00 -- [#] -- Part 1: Principles 00 -- 1 Starting with the customer 00 -- Customers and their behaviour 00 -- The new marketing mix -- the offer -- the six Cs 00 -- It¿s all in the mind of the customer 00 -- Managing the brand -- influencing the mind of the customer 00 -- FM and ethics 00 -- Summary 00 -- Self-study questions 00 -- [#] -- 2 The business and marketing purpose behind FM 00 -- Introduction to the business process 00 -- How marketing fits into a business 00 -- Business and marketing objectives 00 -- The promotional mix 00 -- The process of planning 00 -- The marketing plan -- the outcome of the planning process 00 -- Case studies 00 -- Summary 00 -- Self-study questions 00 -- [#] -- 3 What FM is and what it can do 00 -- The overriding FM benefits 00 -- The FM toolbox 00 -- Tackling typical FM objectives 00 -- FM for B2B, B2C and non-retail 00 -- Fm -- the user perspective 00 -- FM staff -- a key ingredient 00 -- Fm -- the ancillaries 00 -- Summary 00 -- Self-study questions 00 -- [#] -- 4 The FM sales discipline -- outsourcing to highly trained sales staff 00 -- The FM sales discipline -- direct selling 00 -- Outsourcing 00 -- Selling for B2B and B2C clients 00 -- Direct sales: strategic and tactical outsourcing 00 -- Door-to-door strategically outsourced sales 00 -- Other sales solutions 00 -- Summary 00 -- Self-study questions 00 -- [#] -- 5 The FM merchandising discipline 000 -- The merchandising discipline 000 -- The merchandising task 000 -- Category management 000 -- Dealing with merchandising crises 000 -- Tips for merchandising 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 6 The FM auditing discipline 000 -- Tips for planning an audit 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 7 The FM sampling and demonstrating discipline 000 -- Sampling 000 -- Demonstrating 000 -- Indoors and outdoors 000 -- Important points 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 8 The FM experiential marketing, road shows and events discipline 000 -- Purpose 000 -- Location, location -- the venue 000 -- Guerrilla activity 000 -- Booking 000 -- Assessing the results 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 9 The FM mystery calling and shopping discipline 000 -- Purpose of mystery shopping 000 -- The mystery shopper¿s audit 000 -- Tips for a successful mystery audit 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 10 Ancillaries 1 -- training, personnel systems, uniforms and equipment in the field 000 -- Training 000 -- Personal development 000 -- Personnel systems 000 -- Recruitment 000 -- Management 000 -- Appearance matters 000 -- Equipment 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 11 Ancillaries 2 -- IT and data management, mapping software, warehousing and telephone marketing 000 -- IT and data management 000 -- Warehouse and despatch 000 -- Telephone marketing 000 -- Summary 000 -- [#] -- Part 2: Practice 000 -- 12 How and when to use FM 000 -- Striking a chord 000 -- What needs solving? 000 -- Further thinking 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 13 FM in operation 000 -- Understanding the FM agency 000 -- In the beginning 000 -- Starting with the plan 000 -- Project management 000 -- Operational project management 000 -- Choosing venues 000 -- The project starts 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 14 Measuring FM¿s success -- Roi 000 -- FM¿s truly powerful monetary position 000 -- Roi 000 -- ROI on sampling 000 -- Examples of ROI 000 -- Value for money 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 15 How to select an FM agency as a partner: procurement and what to look for 000 -- In the beginning 000 -- An overview of procurement 000 -- The brief 000 -- Tips for commissioning an FM agency 000 -- Auction procurement and FM 000 -- Higher standards 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 16 Maximizing the FM budget 000 -- Obtaining the best bang for your buck 000 -- Motivating the FM agency 000 -- SLAs 000 -- KPIs 000 -- Creativity 000 -- Examples of maximizing a campaign 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 17 The law, staff pay, health and safety 000 -- Codes of practice and best practice guidelines 000 -- Employment law 000 -- Staff pay 000 -- Insurance 000 -- Health and safety 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 18 FM practice in the international arena 000 -- Doing international FM business 000 -- Summary 000 -- Self-study questions 000 -- [#] -- 19 Face-to-face sales in-house 000 -- Sales in-house -- a non-FM world 000 -- Improving selling in-house 000 -- Improving selling to B2B and B2P customers 000 -- Face-to-face at exhibitions and trade fairs 000 -- Summary 000 -- Self-study questions 000 -- [#] -- Further information 000 -- Glossary of abbreviations 000 -- Index 000.
590 $bInternet Archive - 2
590 $bInternet Archive 2
650 0 $aDirect marketing.
650 0 $aSales promotion.
650 0 $aSampling.
650 0 $aBranding (Marketing)
650 7 $aBUSINESS & ECONOMICS$xMarketing$xDirect.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xTelemarketing.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xMultilevel.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMail Order.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xE-Commerce$xInternet Marketing.$2bisacsh
650 7 $aBranding (Marketing)$2fast$0(OCoLC)fst01743755
650 7 $aDirect marketing.$2fast$0(OCoLC)fst00894544
650 7 $aSales promotion.$2fast$0(OCoLC)fst01103868
650 7 $aSampling.$2fast$0(OCoLC)fst01104672
653 $aFace-to-face marketing;$aexperiential marketing;$asampling and demonstrations;$afield marketing
655 4 $aElectronic books.
700 1 $aMullin, Roddy.
776 08 $iPrint version:$aWilliams, Alison.$tHandbook of field marketing.$dLondon ; Philadelphia : Kogan Page, 2008$z0749450258$z9780749450250
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip0726/2007037070.html
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy0835/2007037070-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0915/2007037070-d.html
938 $aBaker & Taylor$bBKTY$c60.00$d60.00$i0749450258$n0007332866$sactive
938 $aBaker and Taylor$bBTCP$nBK0008165987
938 $aYBP Library Services$bYANK$n2578893
994 $a92$bERR
976 $a31927000823531