The handbook of field marketing: a complete guide to understanding and outsourcing face-to-face direct marketing
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a]
Kogan Page
2008
|
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020117492&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXV, 241 S. Ill., graph. Darst. |
| ISBN: | 9780749450250 0749450258 |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-020117492 | |
Datensatz im Suchindex
| _version_ | 1819350200436654080 |
|---|---|
| adam_text | Contents
List of Case Studies x
Foreword xi
Preface xiii
Introduction 1
What FM is, the FM disciplines and what FM does 1
Who uses FM? 7
How to use this book 11
What is not in this book 13
Part 1: Principles 15
1 Starting with the customer 17
Customers and their behaviour 1 7
The new marketing mix - the offer - the six Cs 21
It s all in the mind of the customer 23
Managing the brand - influencing the mind of the customer 25
FM and ethics 27
Summary 28
Self-study questions 28
2 The business and marketing purpose behind FM 29
Introduction to the business process 29
How marketing fits into a business 30
vi Contents
Business and marketing objectives 33
The promotional mix 35
The process of planning 37
The marketing plan - the outcome of the planning process 39
Case studies 40
Summary 41
Self-study questions 41
3 What FM is and what it can do 43
The overriding FM benefits 43
The FM toolbox 44
Tackling typical FM objectives 47
FM for B2B, B2C and non-retail 49
FM - the user perspective 51
FM staff-a key ingredient 53
FM - the ancillaries 54
Summary 56
Self-study questions 56
4 The FM sales discipline - outsourcing to highly trained sales staff 57
The FM sales discipline - direct selling 57
Outsourcing 59
Selling for B2B and B2C clients 59
Direct sales: strategic and tactical outsourcing 60
Door-to-door strategically outsourced sales 64
Other sales solutions 66
Summary 72
Self-study questions 72
5 The FM merchandising discipline 73
The merchandising discipline 73
The merchandising task 75
Category management 76
Dealing with merchandising crises 83
Tips for merchandising 83
Summary 85
Self-study questions 85
6 The FM auditing discipline 86
Tips for planning an audit 91
Summary 93
Self-study questions 93
Contents vii
7 The FM sampling and demonstrating discipline 94
Sampling 95
Demonstrating 97
Indoors and outdoors 98
Important points 100
Summary 102
Self-study questions 102
8 The FM experiential marketing, roadshows and events discipline 103
Purpose 105
Location, location - the venue 106
Guerrilla activity 108
Booking 108
Assessing the results 110
Summary 111
Self-study questions 111
9 The FM mystery calling and shopping discipline 112
Purpose of mystery shopping 113
The mystery shopper s audit 116
Tips for a successful mystery audit 118
Summary 119
Self-study questions 119
10 Ancillaries 1- training, personnel systems, uniforms, and
equipment in the field 120
Training 120
Personal development 122
Personnel systems 123
Recruitment 24
Management 1 -
Appearance matters -:
Equipment 126
Summary 28
Self-study questions 128
11 Ancillaries 2 - IT and data management, mapping software,
warehousing and telephone marketing 129
IT and data management 129
Warehouse and despatch 138
Telephone marketing 138
Summary 140
Self-study questions 140
viii Contents
Part 2: Practice 141
12 How and when to use FM 143
Striking a chord 144
What needs solving? 145
Further thinking 150
Summary 152
Self-study questions 152
13 FM in operation 153
Understanding the FM agency 153
In the beginning 153
Starting with the plan 154
Project management 158
Operational project management 160
Choosing venues 163
The project starts 163
Summary 168
Self-study questions 168
14 Measuring FM s success - ROI 169
FM s truly powerful monetary position 169
ROI 170
ROI on sampling 175
Examples of ROI 176
Value for money 178
Summary 179
Self-study questions 179
15 How to select an FM agency as a partner - procurement and what to
look for 181
In the beginning 181
An overview of procurement 182
The brief 184
Tips for commissioning an FM agency 185
Auction procurement and FM 189
Higher standards 191
Summary 192
Self-study questions 192
16 Maximizing the FM budget 193
Obtaining the best bang for your buck 193
Motivating the FM agency 194
SLAs 196
Contents ix
KPIs 197
Creativity 198
Examples of maximizing a campaign 200
Summary 202
Self-study questions 202
17 The law, staff pay, health and safety 203
Codes of practice and best practice guidelines 203
Employment law 204
Staff pay 205
Insurance 207
Health and safety 208
Summary 208
Self-study questions 208
18 FM practice in the international arena 209
Doing international FM business 210
Summary 213
Self-study questions 214
19 Face-to-face sales - in-house 215
Sales in-house - a non-FM world 215
Improving selling in-house 21 /
Improving selling to B2B and B2P customers 220
Face-to-face at exhibitions and trade fairs 223
Summary 227
Self-study questions 227
Further information 22H
Glossary of abbreviations 235
References and further reading 2j 7
Index 23S
List of case studies
Large internet service provider (ISP) POS collation and despatch 40
Examples: B2B, B2C, B2P - utilities, magazine, member recruitment 55
Strategic Sales 61
B2B - Business Link 63
B2C - door-to-door sales 66
Christmas Space Race 71
An excerpt from a day in the life of an auditor 87
Book stock errors and shelf edge labels 89
Fast-moving consumer goods (FMCG) 91
A day in the life of a demonstrator 98
Sampling 101
Demonstration 101
A day in the life of an experiential marketing field ambassador 104
Digital TV sales 107
Sunsilk sampling campaign 109
A day in the life of a mystery shopper 114
Mystery motorist campaign 117
Matador FM data collection 136
A day in the life of a campaign executive 161
A day in the life of an account executive 166
ROI 1 171
ROI 2 171
ROI 3 utilities 176
ROI 4 retail product 176
ROI 5 retail product 176
ROI 6 service product 177
Pitching success 182
Example of staff churn 196
Demonstrating mobile phones at European airports 211
European-wide distribution of take ones 213
The value of knowledge 222
Winning face-to-face professional presentations 222
A sales visit disaster 223
An exceptional IT salesman 223
|
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| id | DE-604.BV025506754 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T14:29:27Z |
| institution | BVB |
| isbn | 9780749450250 0749450258 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020117492 |
| oclc_num | 254242455 |
| open_access_boolean | |
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| owner_facet | DE-11 |
| physical | XXV, 241 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Kogan Page |
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| spellingShingle | Williams, Alison Mullin, Roddy The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing |
| title | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing |
| title_auth | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing |
| title_exact_search | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing |
| title_full | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing Alison Williams & Roddy Mullin |
| title_fullStr | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing Alison Williams & Roddy Mullin |
| title_full_unstemmed | The handbook of field marketing a complete guide to understanding and outsourcing face-to-face direct marketing Alison Williams & Roddy Mullin |
| title_short | The handbook of field marketing |
| title_sort | the handbook of field marketing a complete guide to understanding and outsourcing face to face direct marketing |
| title_sub | a complete guide to understanding and outsourcing face-to-face direct marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020117492&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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