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

摘要

Creating and selling experiences is the major competitive practice nowadays for creating customer loyalty, retention, and repeat purchases. Hence, companies also need to adopt and use marketing activities that are more experientially and emotionally appealing. To that end, field marketing (FM) referring to all face-to-face direct marketing activities, is becoming not only a competitive necessity but also a crucial practice for increasing a brand's return on investment.