Commonsense Direct and Digital Marketing

ISBN-10: 0749447605

ISBN-13: 9780749447601

Edition: 5th 2007 (Revised)

Authors: Drayton Bird

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Description:

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 it covers a vast range of strategies necessary for a successful campaign.
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Book details

List price: $49.95
Edition: 5th
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 7/1/2007
Binding: Paperback
Pages: 448
Size: 7.50" wide x 9.50" long x 1.25" tall
Weight: 2.090
Language: English

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, Nestl�, 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.

Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
To make learning easier
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
Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesperson do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
How to Plan Well
Eleven steps to success
Five questions you must answer
Keep in touch
How to understand your customers better
Who knows where or when?
Where your money will do most good
Media: A Different, More Flexible Approach What is your purpose?
Five major differences
The media recipe
Timing critical
The eight traditional media at your disposal
Other media
Interactive, personalised media
Successful media selection
Proven principles of negotiation
Ten good deals
Digital Marketing: The Internet and E-mail
Getting it right from the start - seven things you must ask yourself about
Your site
A-Z of building and managing a website
You have a fantastic site - what next?
Don't be bamboozled: commonsense online techniques
How your traffic helps improve your aim
Just a reminder: it's accelerated direct marketing
Whose website is it anyway?
What's making money - and why
An extraordinary, rare opportunity
Your Greatest Asset
The value of a name
The relative importance of the list
Twelve criteria for evaluating lists
Your database and how to build it
Where to find the best new customers
Lifestyle databases
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