Commonsense direct & digital marketing / Drayton Bird.

Format:

Book

Author/Creator:

Bird, Drayton.

Contributor:

Bird, Drayton.

Series:

Gale virtual reference library.

Gale eBooks

Language:

English

Subjects (All):

Direct marketing.

Physical Description:

1 online resource (viii, 434 pages) : illustrations

Edition:

5th ed.

Other Title:

Commonsense direct and digital marketing

Place of Publication:

London ; Philadelphia : Kogan Page, 2007.

Language Note:

English

Summary:

Provides information on direct marketing execution. This book offers the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum. It also provides an insight into the techniques behind some of the world's most successful direct marketing campaigns.

Contents:

Contents; List of Plates; Acknowledgements; 1 Beginnings; 2 The Three Graces of Direct Marketing; 3 Direct Marketing Can Do More Than You Think; 4 How to Get Started; 5 Positioning and Other Mysteries Explained; 6 How to Plan Well; 7 Media: A Different, More Flexible Approach; 8 Digital Marketing: The Internet and E-mail; 9 Your Greatest Asset; 10 Where Ideas Come From and How to Express Them Persuasively; 11 How to Make Your Creative Work Virtually Foolproof; 12 How to Test - and Evaluate Your Results; 13 Testing Versus Research - and Other Matters

14 How to Choose Your Agency - and When to Do Without One15 Client and Agency: the Unequal Partnership; 16 The Future of Marketing: Ten Predictions - and a Health Warning; Index

Notes:

"Rev. edition of: Commonsense direct marketing / Drayton Bird. 4th edition London ; Dover, N.H. : Kogan Page, 2000"--T.p. verso.

Includes index.

Description based on publisher supplied metadata and other sources.

Related Work:

Bird, Drayton. Commonsense direct marketing.

ISBN:

9786610915897

9781280915895

1280915897

9780749452070

0749452072

OCLC:

465389826