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Название: The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing
Авторы: Williams A., Mullin R.
Field marketing can be differentiated from all other marketing activities because it is face-to-face direct marketing. Field marketing includes direct selling promotions, exhibitions, merchandising, auditing, demonstrations, and mystery shopping.
The Handbook of Field Marketing explains both the principles and practices involved in field marketing. The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record.