Shows how to use field marketing to understand core markets and build profitable brands around the findings Covers all the techniques used, including merchandising, sampling, demonstrating, mystery shopping, experiential marketing and events A perfect handbook for marketing management whether planning strategy or managing the field marketing team There was a notable gap in the market for a comprehensive handbook on field marketing. This book fills that gap admirably, step by guided step. Frank Wainwright, Editor, Field Marketing

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.