Commonsense Direct and Digital Marketing
5th Edition
Published on 3. June 2007
448 pages
978-0-7494-5207-0 (ISBN)
Description
Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style.
The latest edition takes the book into new territory - the field of digital marketing. It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns.
For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.
The latest edition takes the book into new territory - the field of digital marketing. It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns.
For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.
More details
Edition
5th Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Academic/professional/technical: Undergraduate. Academic/professional/technical: Postgraduate. Academic/professional/technical: Research and professional
Edition type
Revised edition
File size
5,66 MB
ISBN-13
978-0-7494-5207-0 (9780749452070)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Drayton Bird
Commonsense Direct and Digital Marketing
Book
06/2007
5th Edition
Kogan Page Ltd
€48.40
Shipment within 10-20 days
Person
Drayton Bird has over 45 years' experience as a copywriter, creative director and latterly as Vice Chairman and Creative Director of the world's largest direct-marketing network, Ogilvy and Mather Direct. Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small. An internationally celebrated speaker and columnist, he is also the author of How to Write Sales Letters that Sell (Kogan Page).
Content
Chapter - 01: Beginnings Chapter - 02: The Three Graces of Direct Marketing Chapter - 03: Direct Marketing Can Do More Than You Think Chapter - 04: How to Get Started Chapter - 05: Positioning and Other Mysteries Explained Chapter - 06: How to Plan Well Chapter - 07: Media: A Different, More Flexible Approach Chapter - 08: Digital Marketing: The Internet and E-mail Chapter - 09: Your Greatest Asset Chapter - 10: Where Ideas Come From and How to Express Them Persuasively Chapter - 11: How to Make Your Creative Work Virtually Foolproof Chapter - 12: How to Test - and Evaluate Your Results Chapter - 13: Testing Versus Research - and Other Matters Chapter - 14: How to Choose Your Agency - and When to Do Without One Chapter - 15: Client and Agency: the Unequal Partnership Chapter - 16: The Future of Marketing: Ten Predictions - and a Health Warning Chapter - 017: Index
