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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 you work for such an agency and want to ensure best practice, The Handbook of Field Marketing is the essential handbook for success. Crammed with self study questions, case studies, and proven advice for success, this book offers a blueprint for best practice, enabling you to undertake robust, rigorous and meaningful brand research. 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.
This book spells out the tried and tested methods that companies use to stay ahead in the sales promotion race. It details the offers that win new customers and keep existing ones buying. This book amounts to a DIY sales promotion kit.
This book is intended to be a source of inspiration for those trying to develop a retail promotion for their business. In it you will find a succinct creative idea source of sales programs and promotional ideas for retail business people. It takes the storm out of the brainstorming session and can provide the lightning flashes of creative inspiration that will lead to development of ideas to meet the demands of your retail market situation.