Commonsense Direct Marketing (Professional Paperbacks) - Softcover

Bird, Drayton

Softcover

ISBN 10: 0749431210 ISBN 13: 9780749431211

Publisher: Kogan Page, 2000

Synopsis

For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook', and latterly as 'a definitive mini institute'. The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool.

In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Commonsense Direct Marketing is packed with international case studies that show how companies worldwide have implemented the author's ideas, and covers a vast range of strategies necessary for a successful campaign. Amongst the topics examined are:

the role of the marketing department;

how to acquire and keep a customer;

how to achieve objectives and evaluate results;

what you should sell;

how to position product effectively;

how to choose your agency - and how to do without one;

the Internet - the direct marketer's new tool.

Commonsense Direct Marketing is, without doubt, mandatory reading for all sales and marketing managers, advertising executives and students of marketing throughout the world.

Drayton Bird has over 40 years' experience as copywriter, client, creative director and, latterly, as Vice Chairman and Creative Director of the world's largest direct marketing network, Ogilvy and Mather Direct. Today he runs The Drayton Bird Partnership, which handles and advises on direct marketing, and undertakes other marketing activities for clients large and small. He is also the author of two other best-selling books, How to Write Sales Letters that Sell and Marketing Insights and Outrages (both published by Kogan Page). He is an internationally celebrated speaker, having addressed audiences in 35 countries.

About this title

About the Author

Drayton Bird is a direct marketing expert named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency, which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O&M Direct become the world's largest direct marketing agency network, and was elected to the worldwide Ogilvy Group board.

Drayton Bird has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, Nestlé, Procter & Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.

Edition details

• Publisher: Kogan Page
• Publication date: 2000
• ISBN 10: 0749431210
• ISBN 13: 9780749431211
• Binding: Paperback
• Language: English
• Edition number: 4
• Number of pages: 352