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 whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. 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.…mehr
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 whether you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. 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.
Alison Williams holds a degree in Illustration from Sheridan College and a black belt in Seikido. Working with her brother, A. Jaye, under the banner of SillWill Studios, she has illustrated the fantasy graphic novel trilogy The Sorcerer's Children and the sci-fi adventure graphic novels of The Adventures of Astrodog. Then, she discovered the genre of 'Gaslamp Fantasy' and the world of The Witch's Foundling was born. Exploring the themes of family, love and coming of age in a land with ghosts, witches, werewolves and demons, she created a story that offers an adventurous twist on a gothic tale.In addition to writing and illustration, Alison works as a certified Seniors' Fitness Instructor. This gives her a break from the computer and the inspiration to keep moving, if only to keep ahead of her insane, ginger cat named Tars Tarkas.
Inhaltsangabe
Introduction What FM is, the FM disciplines and what FM does Who uses FM? How to use this book What is not in this book Part 1: Principles 1 Starting with the customer Customers and their behaviour The new marketing mix -- the offer -- the six Cs It's all in the mind of the customer Managing the brand -- influencing the mind of the customer FM and ethics Summary Self-study questions 2 The business and marketing purpose behind FM Introduction to the business process How marketing fits into a business Business and marketing objectives The promotional mix The process of planning The marketing plan -- the outcome of the planning process Case studies Summary Self-study questions 3 What FM is and what it can do The overriding FM benefits The FM toolbox Tackling typical FM objectives FM for B2B, B2C and non-retail FM -- the user perspective FM staff -- a key ingredient FM -- the ancillaries Summary Self-study questions 4 The FM sales discipline -- outsourcing to highly trained sales staff The FM sales discipline -- direct selling Outsourcing Selling for B2B and B2C clients Direct sales: strategic and tactical outsourcing Door-to-door strategically outsourced sales Other sales solutions Summary Self-study questions 5 The FM merchandising discipline The merchandising discipline The merchandising task Category management Dealing with merchandising crises Tips for merchandising Summary Self-study questions 6 The FM auditing discipline Tips for planning an audit Summary Self-study questions 7 The FM sampling and demonstrating discipline Sampling Demonstrating Indoors and outdoors Important points Summary Self-study questions 8 The FM experiential marketing, road shows and events discipline Purpose Location, location -- the venue Guerrilla activity Booking Assessing the results Summary Self-study questions 9 The FM mystery calling and shopping discipline Purpose of mystery shopping The mystery shopper's audit Tips for a successful mystery audit Summary Self-study questions 10 Ancillaries 1-- training, personnel systems, uniforms and equipment in the field Training Personal development Personnel systems Recruitment Management Appearance matters Equipment Summary Self-study questions 11 Ancillaries 2 -- IT and data management, mapping software, warehousing and telephone marketing IT and data management Warehouse and despatch Telephone marketing Summary Part 2: Practice 12 How and when to use FM Striking a chord What needs solving? Further thinking Summary Self-study questions 13 FM in operation Understanding the FM agency In the beginning Starting with the plan Project management Operational project management Choosing venues The project starts Summary Self-study questions 14 Measuring FM's success -- ROI FM's truly powerful monetary position ROI ROI on sampling Examples of ROI Value for money Summary Self-study questions 15 How to select an FM agency as a partner: procurement and what to look for In the beginning An overview of procurement The brief Tips for commissioning an FM agency Auction procurement and FM Higher standards Summary Self-study questions 16 Maximizing the FM budget Obtaining the best bang for your buck Motivating the FM agency SLAs KPIs Creativity Examples of maximizing a campaign Summary Self-study questions 17 The law, staff pay, health and safety Codes of practice and best practice guidelines Employment law Staff pay Insurance Health and safety Summary Self-study questions 18 FM practice in the international arena Doing international FM business Summary Self-study questions 19 Face-to-face sales in-house Sales in-house -- a non-FM world Improving selling in-house Improving selling to B2B and B2P customers Face-to-face at exhibitions and trade fairs Summary Self-study questions Further information Glossary of abbreviations References and further reading Index
Introduction What FM is, the FM disciplines and what FM does Who uses FM? How to use this book What is not in this book Part 1: Principles 1 Starting with the customer Customers and their behaviour The new marketing mix -- the offer -- the six Cs It's all in the mind of the customer Managing the brand -- influencing the mind of the customer FM and ethics Summary Self-study questions 2 The business and marketing purpose behind FM Introduction to the business process How marketing fits into a business Business and marketing objectives The promotional mix The process of planning The marketing plan -- the outcome of the planning process Case studies Summary Self-study questions 3 What FM is and what it can do The overriding FM benefits The FM toolbox Tackling typical FM objectives FM for B2B, B2C and non-retail FM -- the user perspective FM staff -- a key ingredient FM -- the ancillaries Summary Self-study questions 4 The FM sales discipline -- outsourcing to highly trained sales staff The FM sales discipline -- direct selling Outsourcing Selling for B2B and B2C clients Direct sales: strategic and tactical outsourcing Door-to-door strategically outsourced sales Other sales solutions Summary Self-study questions 5 The FM merchandising discipline The merchandising discipline The merchandising task Category management Dealing with merchandising crises Tips for merchandising Summary Self-study questions 6 The FM auditing discipline Tips for planning an audit Summary Self-study questions 7 The FM sampling and demonstrating discipline Sampling Demonstrating Indoors and outdoors Important points Summary Self-study questions 8 The FM experiential marketing, road shows and events discipline Purpose Location, location -- the venue Guerrilla activity Booking Assessing the results Summary Self-study questions 9 The FM mystery calling and shopping discipline Purpose of mystery shopping The mystery shopper's audit Tips for a successful mystery audit Summary Self-study questions 10 Ancillaries 1-- training, personnel systems, uniforms and equipment in the field Training Personal development Personnel systems Recruitment Management Appearance matters Equipment Summary Self-study questions 11 Ancillaries 2 -- IT and data management, mapping software, warehousing and telephone marketing IT and data management Warehouse and despatch Telephone marketing Summary Part 2: Practice 12 How and when to use FM Striking a chord What needs solving? Further thinking Summary Self-study questions 13 FM in operation Understanding the FM agency In the beginning Starting with the plan Project management Operational project management Choosing venues The project starts Summary Self-study questions 14 Measuring FM's success -- ROI FM's truly powerful monetary position ROI ROI on sampling Examples of ROI Value for money Summary Self-study questions 15 How to select an FM agency as a partner: procurement and what to look for In the beginning An overview of procurement The brief Tips for commissioning an FM agency Auction procurement and FM Higher standards Summary Self-study questions 16 Maximizing the FM budget Obtaining the best bang for your buck Motivating the FM agency SLAs KPIs Creativity Examples of maximizing a campaign Summary Self-study questions 17 The law, staff pay, health and safety Codes of practice and best practice guidelines Employment law Staff pay Insurance Health and safety Summary Self-study questions 18 FM practice in the international arena Doing international FM business Summary Self-study questions 19 Face-to-face sales in-house Sales in-house -- a non-FM world Improving selling in-house Improving selling to B2B and B2P customers Face-to-face at exhibitions and trade fairs Summary Self-study questions Further information Glossary of abbreviations References and further reading Index
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