The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-face Direct Marketing

Format: Hardcover
Pub. Date: 2008-01-01
Publisher(s): Kogan Page Ltd
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The Handbook of Field Marketing 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. Crammed with self study questions, case studies, and proven advice for success, the book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research.

Author Biography

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.

Table of Contents

List of Case Studiesp. x
Forewordp. xi
Prefacep. xiii
Introductionp. 1
What FM is, the FM disciplines and what FM doesp. 1
Who uses FM?p. 7
How to use this bookp. 11
What is not in this bookp. 13
Principlesp. 15
Starting with the customerp. 17
Customers and their behaviourp. 17
The new marketing mix - the oiler - the six Csp. 21
It's all in the mind of the customerp. 23
Managing the brand - influencing the mind of the customerp. 25
FM and ethicsp. 27
Summaryp. 28
Self-study questionsp. 28
The business and marketing purpose behind FMp. 29
Introduction to the business processp. 29
How marketing fits into a businessp. 30
Business and marketing objectivesp. 33
The promotional mixp. 35
The process of planningp. 37
The marketing plan - the outcome of the planning processp. 39
Case studiesp. 40
Summaryp. 41
Self-study questionsp. 41
What FM is and what it can dop. 43
The overriding FM benefitsp. 43
The FM toolboxp. 44
Tackling typical FM objectivesp. 47
FM for B2B, B2C and non-retailp. 49
FM - the user perspectivep. 51
FM staff - a key ingredientp. 53
FM - the ancillariesp. 54
Summaryp. 56
Self-study questionsp. 56
The FM sales discipline - outsourcing to highly trained sales staffp. 57
The FM sales discipline - direct sellingp. 57
Outsourcingp. 59
Selling for B2B and B2C clientsp. 59
Direct sales: strategic and tactical outsourcingp. 60
Door-to-door strategically outsourced salesp. 64
Other sales solutionsp. 66
Summaryp. 72
Self-study questionsp. 72
The FM merchandising disciplinep. 73
The merchandising disciplinep. 73
The merchandising taskp. 75
Category managementp. 76
Dealing with merchandising crisesp. 83
Tips for merchandisingp. 83
Summaryp. 85
Self-study questionsp. 85
The FM auditing disciplinep. 86
Tips for planning an auditp. 91
Summaryp. 93
Self-study questionsp. 93
The FM sampling and demonstrating disciplinep. 94
Samplingp. 95
Demonstratingp. 97
Indoors and outdoorsp. 98
Important pointsp. 100
Summaryp. 102
Self-study questionsp. 102
The FM experiential marketing, roadshows and events disciplinep. 103
Purposep. 105
Location, location - the venuep. 106
Guerrilla activityp. 108
Bookingp. 108
Assessing the resultsp. 110
Summaryp. 111
Self-study questionsp. 111
The FM mystery calling and shopping disciplinep. 112
Purpose of mystery shoppingp. 113
The mystery shopper's auditp. 116
Tips for a successful mystery auditp. 118
Summaryp. 119
Self-study questionsp. 119
Ancillaries 1- training, personnel systems, uniforms, and equipment in the fieldp. 120
Trainingp. 120
Personal developmentp. 122
Personnel systemsp. 123
Recruitmentp. 124
Managementp. 125
Appearance mattersp. 125
Equipmentp. 126
Summaryp. 128
Self-study questionsp. 128
Ancillaries 2 - IT and data management, mapping software, warehousing and telephone marketingp. 129
IT and data managementp. 129
Warehouse and despatchp. 138
Telephone marketingp. 138
Summaryp. 140
Self-study questionsp. 140
Practicep. 142
How and when to use FMp. 143
Striking a chordp. 144
What needs solving?p. 145
Further thinkingp. 150
Summaryp. 152
Self-study questionsp. 152
FM in operationp. 153
Understanding the FM agencyp. 153
In the beginningp. 153
Starting with the planp. 154
Project managementp. 158
Operational project managementp. 160
Choosing venuesp. 163
The project startsp. 163
Summaryp. 168
Self-study quesiionsp. 168
Measuring FM's success - ROIp. 169
FM's truly powerful monetary positionp. 169
ROIp. 170
ROI on samplingp. 175
Examples of ROIp. 176
Value for moneyp. 178
Summaryp. 179
Self-study questionsp. 179
How to select an FM agency as a partner - procurement and what to look forp. 181
In the beginningp. 181
An overview of procurementp. 182
The briefp. 184
Tips for commissioning an FM agencyp. 185
Auction procurement and FMp. 189
Higher standardsp. 191
Summaryp. 192
Self-study questionsp. 192
Maximizing the FM budgetp. 193
Obtaining the best bang for your buckp. 193
Motivating the FM agencyp. 194
SLAsp. 196
KPIsp. 197
Creativityp. 198
Examples of maximizing a campaignp. 200
Summaryp. 202
Self-study questionsp. 202
The law, staff pay, health and safetyp. 203
Codes of practice and best practice guidelinesp. 203
Employment lawp. 204
Staff payp. 205
Insurancep. 207
Health and safetyp. 208
Summaryp. 208
Self-study questionsp. 208
FM practice in the international arenap. 209
Doing international FM businessp. 210
Summaryp. 213
Self-study questionsp. 214
Face-to-face sales - in-housep. 215
Sales in-house - a non-FM worldp. 215
Improving selling in-housep. 217
Improving selling to B2B and B2P customersp. 220
Face-to-face at exhibitions and trade fairsp. 223
Summaryp. 227
Self-study questionsp. 227
Further informationp. 228
Glossary of abbreviationsp. 235
References and further readingp. 237
Indexp. 238
Table of Contents provided by Ingram. All Rights Reserved.

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