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.
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
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