Cart
Free Shipping in Australia
Proud to be B-Corp

Commonsense Direct Marketing Drayton Bird

Commonsense Direct Marketing By Drayton Bird

Commonsense Direct Marketing by Drayton Bird


Condition - Very Good
Out of stock

Summary

In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing.

Commonsense Direct Marketing Summary

Commonsense Direct Marketing by Drayton Bird

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.

Commonsense Direct Marketing Reviews

'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

About Drayton Bird

Drayton Bird 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 Marketing, Marketing Insights and Outrages and How to Write Sales Letters that Sell (all published by Kogan Page).

Table of Contents

List of Plates Acknowledgements CHAPTER 1 Beginnings The amateur approach The difficult approach Some valuable discoveries The mysterious rise of direct marketing A paradox Your timing is good CHAPTER 2 The Three Graces of Direct Marketing Short-term thinking To make and keep a customer What is direct marketing? The Three Graces of direct marketing How your customer is changing Controllability: an important benefit Giving your customer a better service The spiral of prosperity CHAPTER 3 Direct Marketing Can Do More Than You Think What can you sell? The role of direct marketing Five major objectives of direct marketers ...

Additional information

GOR001300324
9780749431211
0749431210
Commonsense Direct Marketing by Drayton Bird
Used - Very Good
Paperback
Kogan Page Ltd
2000-07-01
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Commonsense Direct Marketing