Inhaltsangabe
As direct marketing activities are now allocated a higher marketing budget than ever before, due to the opening up of technologies in this area, it is more important that this medium is understood.To plan and execute a dynamic and ongoing campaign, and to successfully deploy the new technology now at our disposal, any marketer need look no further than Drayton Bird's latest edition. In his lively style, Bird shows the reader how to plan clearly, reach the right audience and turn ideas into brilliant campaigns. This book provides information which guarantees results and the opportunity to learn the success secrets of one of the world's most respected direct marketing gurus.
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Über die Autorin bzw. den Autor
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.
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Commonsense Direct Marketing (Professional Paperbacks)
Verlag:
Kogan Page Ltd, United Kingdom, London, 2000
ISBN 10: 0749431210
ISBN 13: 9780749431211
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Paperback
Anbieter: WorldofBooks, Goring-By-Sea, WS, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Paperback. Zustand: Very Good. For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook', and latterly as 'a definitive mini institute'. The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool. In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Commonsense Direct Marketing is packed with international case studies that show how companies worldwide have implemented the author's ideas, and covers a vast range of strategies necessary for a successful campaign. Amongst the topics examined are: the role of the marketing department; how to acquire and keep a customer; how to achieve objectives and evaluate results; what you should sell; how to position product effectively; how to choose your agency - and how to do without one; the Internet - the direct marketer's new tool. Commonsense Direct Marketing is, without doubt, mandatory reading for all sales and marketing managers, advertising executives and students of marketing throughout the world. Drayton Bird has over 40 years' experience as copywriter, client, creative director and, latterly, as Vice Chairman and Creative Director of the world's largest direct marketing network, Ogilvy and Mather Direct. Today he runs The Drayton Bird Partnership, which handles and advises on direct marketing, and undertakes other marketing activities for clients large and small. He is also the author of two other best-selling books, How to Write Sales Letters that Sell and Marketing Insights and Outrages (both published by Kogan Page). He is an internationally celebrated speaker, having addressed audiences in 35 countries. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR001300324
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Commonsense Direct Marketing (Professional Paperbacks)
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Paperback. Zustand: Very Good. Commonsense Direct Marketing (Professional Paperbacks) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Artikel-Nr. 7719-9780749431211
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Zustand: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Artikel-Nr. 6545-9780749431211
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Commonsense Direct Marketing (Professional Paperbacks)
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Zustand: Good. Most items will be dispatched the same or the next working day. A copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Artikel-Nr. wbs8336956631
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Commonsense Direct Marketing
Verlag:
Kogan Page Business Books, 2000
ISBN 10: 0749431210
ISBN 13: 9780749431211
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Anbieter: Hamelyn, Madrid, M, Spanien
Verkäuferbewertung 4 von 5 Sternen
Zustand: Como nuevo. : Commonsense Direct Marketing es una guía práctica y entretenida sobre las complejidades del marketing directo. Este libro está repleto de estudios de casos internacionales que muestran cómo las empresas de todo el mundo han implementado las ideas del autor, y cubre una amplia gama de estrategias necesarias para una campaña exitosa. Entre los temas examinados se encuentran: el papel del departamento de marketing; cómo adquirir y mantener un cliente; cómo lograr objetivos y evaluar resultados; qué debe vender; cómo posicionar el producto de manera efectiva; cómo elegir su agencia y cómo prescindir de una; Internet: la nueva herramienta del marketing directo. Sin duda, Commonsense Direct Marketing es una lectura obligada para todos los gerentes de ventas y marketing, ejecutivos de publicidad y estudiantes de marketing en todo el mundo. EAN: 9780749431211 Tipo: Libros Categoría: Negocios y Economía Título: Commonsense Direct Marketing Autor: Drayton Bird Editorial: Kogan Page Idioma: en Páginas: 352 Formato: tapa blanda. Artikel-Nr. VY-IK0V-5PYP
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