Drayton Bird

Commonsense Direct and Digital Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Drayton Bird's Commonsense Direct and Digital Marketing is not only seen as the authority on direct marketing execution but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures 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, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 448
• Erscheinungstermin: 3. Juni 2007
• Englisch
• ISBN-13: 9780749452070
• Artikelnr.: 38217748

Autorenporträt

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).

Inhaltsangabe

CHAPTER 1 Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
To make learning easier
CHAPTER 2 The Three Graces of Direct Marketing
Short-term thinking
To make and keep a customer
What is direct marketing?
The Three Graces of direct marketing
How your customer is changing
Controllability: an important benefit
Giving your customer a better service
The spiral of prosperity
CHAPTER 3 Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
CHAPTER 4 How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
CHAPTER 5 Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesperson do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
CHAPTER 6 How to Plan Well
Eleven steps to success
Five questions you must answer
Keep in touch

Inhaltsangabe

CHAPTER 1 Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
To make learning easier
CHAPTER 2 The Three Graces of Direct Marketing
Short-term thinking
To make and keep a customer
What is direct marketing?
The Three Graces of direct marketing
How your customer is changing
Controllability: an important benefit
Giving your customer a better service
The spiral of prosperity
CHAPTER 3 Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
CHAPTER 4 How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
CHAPTER 5 Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesperson do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
CHAPTER 6 How to Plan Well
Eleven steps to success
Five questions you must answer
Keep in touch

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