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Innovation and Best Practice
for Business Success

Established 1967



Commonsense Direct and Digital Marketing

Commonsense Direct and Digital Marketing

Drayton Bird

£24.95

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.

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About the book

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 the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter 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.


Table Of Contents

    • Chapter - 01: Beginnings
    • Chapter - 02: The Three Graces of Direct Marketing
    • Chapter - 03: Direct Marketing Can Do More Than You Think
    • Chapter - 04: How to Get Started
    • Chapter - 05: Positioning and Other Mysteries Explained
    • Chapter - 06: How to Plan Well
    • Chapter - 07: Media: A Different, More Flexible Approach
    • Chapter - 08: Digital Marketing: The Internet and E-mail
    • Chapter - 09: 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
    • Chapter - 017: Index



Book Details

  • EAN: 9780749447601
  • Edition: 5
  • Published: 3rd June 2007
  • Paperback
  • Dimensions: 246x189
  • 448 pages

About the Author

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 also the author of How to Write Sales Letters that Sell (Kogan Page).


Drayton Bird


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