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

Review:

'Everything the testimonials say, and a bargain at any price.' Robert Heller 'Read it and re-read it. It contains the knowledge of a lifetime.' David Ogilvy 'Remarkably personal, yet authoritative.' Ed McClean, DM News, New York 'So clear and concise that selective quotations fail to do justice to the richness of its texture.' Campaign 'If you can spare the time to read only one direct-mail book - this is it. Beg, borrow or steal it.' Graeme McCorkell, Founder , MSW Rapp & Collins 'If you read no other book on direct marketing you should find the time to read this one.' Direct Marketing International 'For sheer readability, it's still hard to beat Commonsense Direct Marketing.' Direct Response 'Probably the best book written on direct marketing in the UK and certainly the easiest to read.' Direct Marketing Strategies

From the Publisher:

Three previous editions of Drayton Bird's hugely acclaimed testbook have made it the most authoritative - and popular - European book on direct marketing ever published. The fourth shows no change in this winning game and is now in an enlarged format, fully illustrated and with a new layout making reference even easier.

About this edition

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