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

This guide explains principles and practices of face-to-face direct marketing, or field marketing, within an integrated marketing approach. The book will be useful for companies seeking to employ a field marketing agency, and for those who work for such an agency. Six different disciplines involved in field marketing are explored in depth: sales, merchandising, auditing, sampling and demonstrating, experiential marketing (road shows and other events), and mystery calling and shopping. The book also reviews the law related to field marketing, including employment and health and safety law, and deals with measuring field marketing's success. Review questions and case studies are included. The audience for the book encompasses brand, marketing, and retailing managers, and marketing and sales students. It is also of interest to charities and non-profits who want a different approach to improve revenue generation, and to those in the public sector. Williams is on the advisory council of the Direct Marketing Association. Mullin is a marketing and sales consultant. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)