Commonsense Direct and Digital Marketing 5th Edition by Drayton Bird ISBN 0749452072 9780749452070

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Product details:

ISBN 10: 0749452072

ISBN 13: 9780749452070

Author:  Drayton Bird 

Commonsense Direct and Digital Marketing 5th Edition: 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.

 

Commonsense Direct and Digital Marketing 5th Edition 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 17: Index

 

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