Commonsense direct marketing
著者
書誌事項
Commonsense direct marketing
Kogan Page, 2000
4th ed
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内容説明・目次
内容説明
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.
目次
List of Plates Acknowledgements CHAPTER 1 Beginnings The amateur approach The difficult approach Some valuable discoveries The mysterious rise of direct marketing A paradox Your timing is good 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 ...
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