Commonsense Direct & Digital Marketing

5. Auflage 2007
ISBN: 978-0-7494-4760-1
Verlag: Kogan Page

Buch, Englisch, 448 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 860 g

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.

Autoren/Hrsg.

Bird, Drayton

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • 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 - 017: Index

Leseproben

CHAPTER 1 Beginnings CHAPTER 2 The Three Graces of Direct Marketing CHAPTER 3 Direct Marketing Can Do More Than You Think CHAPTER 4 How to Get Started CHAPTER 5 Positioning and Other Mysteries Explained CHAPTER 6 How to Plan Well CHAPTER 7 Media: A Different, More Flexible ApproachCHAPTER 8 Digital Marketing: The Internet and E-mail CHAPTER 9 Your Greatest Asset CHAPTER 10 Where Ideas Come From and How to Express Them PersuasivelyCHAPTER 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 OneCHAPTER 15 Client and Agency: the Unequal PartnershipCHAPTER 16 The Future of Marketing: Ten Predictions - and a Health Warning

Über Autor(innen)

Bird, Drayton
Drayton Bird is a direct marketing expert named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency, which he sold in 1984 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.

Drayton Bird has worked with many of the world's leading brands, including American Express, British Airways, Microsoft, Nestlé, Procter & Gamble, Unilever and Visa. He has also worked with major advertising agency groups, including Y&R, JWT, FCB and Leo Burnett. He now runs Drayton Bird Associates, who work with many firms on direct marketing and other marketing matters.

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).