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Description: For many years, this book has been "the authoritative textbook". This new fifth edition marks the 25th anniversary of its first publication, and includes extensive new material on the internet “ by far the most significant digital medium “ which is growing faster than all other direct media.
The book remains on best-seller after all these years for good reason. It guides you step by step through the intricacies of direct marketing, yet almost reads like a novel. It doesn`t just tell you what to do and what to avoid, scores of international case studies show you exactly how. And it is blessedly simple and jargon free. Among the topics examined are:
¢ direct marketing defined “ and where it fits into marketing;
¢ the internet “ a perfect direct medium, and how existing rules apply;
¢ how to acquire and keep customers;
¢ the unique benefits of testing and measurement;
¢ what sells, what doesn`t “ and why;
¢ how to set objectives, achieve them and evaluate results;
¢ the importance of digital marketing “ and how to use it successfully.
Contents: Beginnings ¢ The three graces of direct marketing ¢ Direct marketing can do more than you think ¢ How to get started ¢ Positioning and other mysteries explained ¢ How to plan well ¢ Media: a different, more flexible approach ¢ Digital marketing: the internet and e-mail ¢ Your greatest asset ¢ Where ideas come from and how to express them persuasively ¢ How to make your creative work virtually foolproof ¢ How to test “ and evaluate your results ¢ Testing versus research “ and other matters ¢ How to choose your agency “ and when to do without one ¢ Client and agency: the unequal partnership ¢ The future of marketing: ten predictions “ and a health warning
About the Author: Drayton Bird was named by the CIM as "one of 50 living individuals, worldwide, who have shaped modern marketing". Drayton Bird Associates puts Drayton`s 45 years` experience, in all aspects of the industry, to good use in handling and advising on direct marketing and other marketing activities for clients large and small all over the world.
Target Audience: Whether you are a student, entrepreneur or manager, planning, overseeing, executing or evaluating campaigns; whether you sell to consumers or businesses; no matter how simple or complex your product or service you will find a goldmine of practical ideas in here.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9788175543720
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Pages : 448
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