Commonsense Direct and Digital Marketing / Edition 5

by Drayton Bird

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.

Product Details

ISBN-13:	9780749447601
Publisher:	Kogan Page, Ltd.
Publication date:	06/26/2007
Edition description:	5th ed.
Pages:	448
Product dimensions:	7.48(w) x 9.69(h) x 0.91(d)

About the Author

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).

Read an Excerpt

CHAPTER 1 Beginnings

CHAPTER 2 The Three Graces of Direct Marketing

CHAPTER 3 Direct Marketing Can Do More Than You Think

CHAPTER 4 How to Get Started

CHAPTER 5 Positioning and Other Mysteries Explained

CHAPTER 6 How to Plan Well

CHAPTER 7 Media: A Different, More Flexible Approach

CHAPTER 8 Digital Marketing: The Internet and E-mail

CHAPTER 9 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

Table of Contents

** 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

What People are Saying About This

From the Publisher

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

Editorial Reviews

"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

From the Publisher

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)

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