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Sinopsis
<p>If you are involved in field marketing, this is the book for you. Whether you are working within a company and seeking to employ a field marketing agency, or you work for such an agency and want to ensure best practice, <i><b>The Handbook of Field Marketing</b></i> is the essential handbook for success.<br><br>Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. <i><b>The Handbook of Field Marketing</b></i> reveals the best techniques to ensure profitable brand maximization for your company's products (or those of the client company), whether measured by brand visibility, product availability, positioning, performance against competitors or overall sales performance.</p>
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Acerca de los autores
<b>Alison Williams</b> 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.
<b>Roddy Mullin</b>, Chartered Marketer and Chartered Engineer, has been a consultant for sales and marketing for the past two decades, with his business aim being to 'make people make money'. He is an examiner for the Institute of Promotional Marketing Diploma as well as former Vice President of the Central London branch of the CIM and former Court Assistant of the Worshipful Company of Marketors. He has written several books including <b><i>Promotional Marketing</i></b> and <b><i>The Handbook of Field Marketing</i></b> (both published by Kogan Page).
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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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Kogan Page Ltd., London, 2009
ISBN 10: 0749456264
ISBN 13: 9780749456269
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