Marketing Insights and Outrages: A Collection of Pithy Pieces from Marketing Magazine

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Published in association with Marketing Magazine

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Overview

Published in association with Marketing Magazine

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Product Details

  • ISBN-13: 9780749432157
  • Publisher: Kogan Page, Ltd.
  • Publication date: 1/28/2000
  • Pages: 260
  • Product dimensions: 6.06 (w) x 9.17 (h) x 0.68 (d)

Meet the Author

Drayton Bird has over 45 years of experience at Ogilvy and Mather Direct, the world's largest direct-marketing network. 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.

Hewitt is Publishing Director of Marketing.

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Table of Contents

Foreword xi
What This Book Will Do for You 1
Bric-A-Brac 5
Introduction 5
Another blast of hot air 7
Confused? You will be 9
Dubious logic; wrong conclusions 11
Haute hogwash 13
Hypocrisy and logic examined 15
Incompetence (and incontinence) on every side 17
Phoney solutions 19
The arrogance of do-gooders 21
Time for a new approach from agents? 23
What makes Richard run? 25
Why don't marketing directors last very long? 27
Junk 29
Introduction 29
An infallible guide to good advertising 31
Another business school 33
Direct mail follies 35
God is in the details 37
How ordinary people live 39
Lessons from successful mailings 41
Peanuts and monkeys 43
The basics 45
The line stops here 47
The lingering death of mass marketing 49
Why direct marketing makes such sense 51
Junk journalism 53
Lessons From Great Minds and Nitwits 55
Introduction 55
An overcrowded market 57
Education: could it be the death of marketing? 59
In which we ponder the mysteries of employment 61
It's hideous, but is it art? 63
Lessons from American mail order rogues 65
More thoughts about planning 67
More waffle, less sense 69
The joys of foreign travel 71
The wisdom of Leo 73
Where does talent come from? 75
Why are you writing -- and what are you saying? 77
Now That Wasn't Such a Good Idea, Was It? 79
Introduction 79
Do you trust your employer? 81
How much is charm worth? 83
Mysteries beneath the streets 85
Never mind the strategy; what about the results? 87
Not a very good idea 89
Style no substitute for substance 91
The misuse of language 93
The trouble with marketing 95
This week, a little history for you 97
Which are the models to emulate? 99
So You Want to be Creative 101
Introduction 101
Bullying wives and silk underwear 103
Driving customers to despair 105
Evaluating creative 107
First the vices, now the sins 109
God bless you, Sir John 111
Good, bad and indifferent 113
How long, O Lord, how long? 115
Is it a bright idea to try to teach creativity? 117
Letter-perfect 119
Small talent, big temperament 121
The basics of posters ignored 123
The five deadly sins 125
The sheepish tendency 127
You don't have to say you love me 129
The Wonders of Technology 131
Introduction 131
Dangerous overstatements 133
Don't call us, because we certainly won't call you 135
Mobiles, turtles and Russians 137
The future is never as advertised 139
The joys of modern communications 141
The power of marketing grossly overestimated 143
Virtually perfect 145
What About the Poor Bloody Customer? 147
Introduction 147
Are you being served? 149
Bring on the clowns 151
Customer service: less talk, more action please 153
Derrieres to the customer at Dixon's 155
No room - but high prices - at the inn 157
Opportunity or problem? 159
Service with a snarl 161
Service with no laughs 163
The customer is always wrong, it seems 165
Think a little - it usually pays 167
Watch out, sophisticates about 169
What Are They Doing With Your Money? 171
Introduction 171
A few words to the wise from Denise 173
A good idea obscured by waffle 175
Being professional - but not very 177
Blocked toilets and printed garbage 179
Does this make sense to you? 181
Floating suspicions 183
How financial ads ought to be 185
Is finance that simple? I wonder 187
Pull the other one, guv 189
The balance of terror 191
You can bank on it 193
What's Wrong With Advertising? 195
Introduction 195
How to advertise 197
I don't think that's funny, do you? 199
Of tortoises and other matters 201
On difficult clients 203
Postermania 205
Should they get away with it? 207
Some weird stuff going on 209
The same old story 211
Why is so much advertising bad? 213
Why mergers are hell 215
When All Else Falls, Why Not Establish the Facts? 217
Introduction 217
A neat idea from P & G 219
Economical with the truth 221
How about asking your customers? 223
It takes time, but building a brand pays 225
Large profits from small tests 227
Loyalty, research and courage 229
Repetition and other suspect practices examined 231
What are they talking about? 233
Why not look before you leap? 235
Why Should They Be Loyal To You? 237
Introduction 237
Any foreign bodies in your database? 239
Consequences of a free ride 241
Don't confuse bribery with loyalty 243
Old ideas challenged 245
Summer disloyalty programmes 247
The devil is in the details 249
Watch your wallets! 251
What do you mean, 'loyalty'? 253
References 255
Index 257
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  • Anonymous

    Posted January 25, 2002

    Where are you Drayton ?

    I am always interested in good marketing reading and this book has more than I want. some years ago I read Commonsense Direct mkt. and I think it is the best and down to earth marketing book, if you want more additional maktg. tips you should read How to write letters that sell, again a must for everyone involved in selling and marketing.I only wish to know where is Drayton now just to hear from him...

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