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

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. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. 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. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

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

Business & Money

Williams, Alison

Mullin, Roddy

Marketing & Sales

Kogan Page

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. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. 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. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

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

Industries

Organic Social Media: How to Build Flourishing Online Communities

Fowler, Jenny Li

Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement. In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms. Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management and content discovery. Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. With this book, social media managers will future-proof the online presence of any organization.

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Books by Kogan Page