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Commonsense Direct and Digital Marketing [NOOK Book]

Overview

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, ...
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Commonsense Direct and Digital Marketing

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Overview

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.
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Editorial Reviews

Booknews
As part of a practically based book series aimed at middle and senior level business managers, this first paperback edition of a guide initially published in 1982 demystifies positioning, media (examples included), birthing ideas, and other aspects of direct marketing in a conversational tone. Bird, a veteran British direct marketer who now runs his own company, concludes that it is time for the field to go full circle in favor of generalists over specialists. Lacks references. Annotation c. Book News, Inc., Portland, OR (booknews.com)
From the Publisher
"If you read no other book on direct marketing you should find the time to read this one." — Direct Marketing International

"Read and re-read it.  It contains the knowledge of a lifetime." — David Oglivy

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Product Details

  • ISBN-13: 9780749452070
  • Publisher: Kogan Page, Ltd.
  • Publication date: 6/3/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 5
  • Pages: 448
  • File size: 6 MB

Meet the Author

Drayton Bird was Vice Chairman and Creative Director Worldwide of Ogilvy and Mather Direct, the world’s largest direct marketing firm.  Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small.  He is also the author of How to Write Sales Letters that Sell (also Kogan Page).

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Table of Contents

Beginnings
The Three Graces of Direct Marketing
Direct Marketing Can Do More Than You Think
How to Get Started
Positioning and Other Mysteries Explained
How to Plan Clearly
Media: A Different, More Flexible Approach
Your Greatest Asset
Where Ideas Come From and How to Express Them Persuasively
How to Make Your Creative Work Virtually Fool Proof
How to Test - and Evaluate Your Results
Testing Versus Research - and Other Matters
How to Choose Your Agency - and When to Do Without One
Client and Agency: The Unequal Partnership
The Future: Full Circle
Index
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