Commonsense Direct and Digital Marketing
Commonsense Direct and Digital Marketing shows you how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design. It is the classic work on this subject.
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 you the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum –from simple letters and traditional direct mail, 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.
This book is also available as downloadable ebook from ebooks.com. To buy the ebook Click here
REVIEWS :“A combination of updating and amplification, which should allow
this work to retain its pre-eminent position as a comprehensive
‘cookbook’ on how to make direct marketing work, in all its
manifestations.”
“A combination of updating and amplification, which should allow
this work to retain its pre-eminent position as a comprehensive
‘cookbook’ on how to make direct marketing work, in all its
manifestations.”
Paperback, 448 Pages, Dimensions 246 x 189 MM Language English.
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
In November 2003 the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing, other names included Kotler, Peters and Levitt.
Advertising legend the late David Ogilvy said he “knows more about direct marketing than anyone in the world. His book about it is pure gold. His speeches are not only informative, but hilariously funny.”
Campaign named him one of the 50 most important individuals in UK advertising during the previous 25 years – "the only universally acknowledged point of creativity in the direct marketing world”. UK magazine Direct Response said his impact on UK direct marketing was “unlikely to be matched by any other individual"
In 1994 he was named one of the first six Fellows of the Institute of Direct Marketing; in 1997 he was voted Educator of the Year. In May 2001 the British Direct Marketing Association placed him on their Roll of Honour. In December 2003, most of the readers of Precision Marketing voted him leading direct marketing personality in the last 15 years.
His book, Commonsense Direct and Digital Marketing (1982) is in its fifth edition. Published in 17 languages, it is the best-selling British work on the subject. A reviewer of his book, How to Write Sales Letters That Sell! said, "The only book the subject should ever need. I just hope no one tries to do better."
He has written over 1,000 columns for magazines in Europe, Australia, India, the UK and Malaysia and a compilation of his articles, Marketing Insights and Outrages.
He has worked with many of the world’s leading brands, including American Express, British Airways, Deutsche Post, Ford, Microsoft, Nestlé, Procter & Gamble, Philips, The Royal Mail, Unilever and Visa. He has also worked with major advertising agency groups, including Y & R, JWT, FCB and Leo Burnett.
Business schools, universities and management consultants he has worked with include Columbia University Business School, New York, INSEAD, The London Business School, ESIC (Madrid), IPADE (Mexico City), IPADE (Lima), Cap Gemini, McKinsey and A. T. Kearney.
In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK’s largest DM agency and which he sold in l984 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.
He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters. He has interests in five other firms in the UK and Asia.