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The Handbook of Field Marketing By Roddy Mullin

The Handbook of Field Marketing
by Roddy Mullin

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Field Marketing covers all that needs to be known to practice face to face personal contact direct marketing and has sections on selling promotions, exhibitions and road shows, merchandising, auditing, sampling and demonstration, and mystery shopping.
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The Handbook of Field Marketing Summary

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

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.

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The Handbook of Field Marketing Reviews

"the book acts as a step by step guide to the many varieties of work undertaken by field marketing teams" field marketing, winter 2007 "in this handbook, williams and mullin guide brand retail, and marketing managers, as well as students and those in charities and non-profit organisations, on the principles and practices of field marketing." book news, library publication - usa, spring 2008 "the world premiere of any kind of guidebook to field marketing [...] the handbook of field marketing sets out to be practical and all-encompassing. logically, given the lack of any predecessor, it also aims to set out the basics. it achieves both, quite admirably, without becoming wordy or repetitive." field marketing, spring 2008

About Roddy Mullin

Alison Williams 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. Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for marketing and sales for the past two decades, and is a Vice President of the Central London region of the CIM as well as a member of the Worshipful Company of Marketors' task force for marketing in the UK. He has written or co-authored several other books for Kogan Page including the bestselling Sales Promotion .

Additional information

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing by Roddy Mullin
Roddy Mullin
Used - Very Good
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.