To nobody there goes unnoticed the change that has been generated in the companies, in what to needs for communication, image and sales recounts. To his step, there have arisen new strategies that go beyond the public relations and the publicity and that leave the thought of which the masses mass media are the only route to come to the public. In this case the field marketing is constituted like an effective tool, capable of tuning in straight to the emotiveness of the persons. The target: to live through the mark.

In Spain, this novel concept named Field Marketing is considered to be a discipline of the Marketing that during the last years has come experiencing a rapid expansion and growth.

Field Marketing, includes different concepts that arose across the development of strategies associated with the activities of “azafateo“ and promotion facing the final consumer with the intention of reporting and/or of selling, also named as "task I forced", English expression that this one uses to designate a team formed to achieve a specific target and that it will dissolve once has been reached. As for example, an external force of sales hired for a campaign of specific and temporary promotion.

The commercial growth and the evolution of the big commercial surfaces along with the proliferation of marks and more and more similar or competitive products, and the increasing tendency to the subcontracting of the forces of sales they have impelled the Field Marketing to posicionarse like a strategic alternative of "face to face" and of action near to the consumer that every day presents major demand and growth.

The marketing today chases the interactivity and the closeness with the public. It directs his efforts and the creativity was doing actions that favor the personal communication, bringing affably the mark or product over to the target. Undoubtedly, the field-marketing is a way that looks for the acceptance, moving away from the habitual passivity of the public before the different advertizing messages.

In the year 2001 in Spain the Spanish association of Field Marketing (AFME) is believed and since then new companies have arisen and companies specializing in these activities and actions promote them like "APlus Field Marketing".

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