Commonsense Direct and Digital Marketing

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Kogan Page Publishers, 3. 6. 2007. - 448 страница

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.

 

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Садржај

1 Beginnings
1
2 The Three Graces of Direct Marketing
14
3 Direct Marketing Can Do More Than You Think
36
4 How to Get Started
54
5 Positioning and Other Mysteries Explained
77
6 How to Plan Well
94
A Different More Flexible Approach
112
The Internet and Email
153
10 Where Ideas Come From and How to Express Them Persuasively
245
11 How to Make Your Creative Work Virtually Foolproof
296
12 How to Test and Evaluate Your Results
334
13 Testing Versus Research and Other Matters
359
14 How to Choose Your Agency and When to Do Without One
381
the Unequal Partnership
396
Ten Predictions and a Health Warning
410
Index
420

9 Your Greatest Asset
199
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Commonsense Direct & Digital Marketing
Drayton Bird
Ограничен приказ - 2007

Чести термини и фразе

American Express appeal approach Barnardo's benefit better brand build Bullworker campaign catalogue cent Claude Hopkins client commercial communications copy copywriter cost coupon create creative customers database deal Digest direct mail direct marketing director Drayton Bird e-mail enquiries envelope example Franklin Mint give headline idea important incentive insert instance interest investment look magazine mail order medium names never obviously offer Ogilvy & Mather once package particular person personalised piece problem Procter & Gamble product or service profit prospects reader Reader's Digest realise reason recruit relationship relevant reply response sell simple spend successful sure talk target telephone television tell things unique selling proposition Viral marketing

О аутору (2007)

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).

Библиографски подаци

НасловCommonsense Direct and Digital Marketing
Gale virtual reference library
АуторDrayton Bird
Издање5
ИздавачKogan Page Publishers, 2007
ISBN0749452072, 9780749452070
Дужина448 страница
  
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