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.
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
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 the author of the renowned best-seller Commonsense Direct & Digital Marketing, Marketing Insights and Outrages and How to Write Sales Letters that Sell (all published by Kogan Page).