Marketing insights and outrages : a collection of pithy pieces from Marketing Magazine
著者
書誌事項
Marketing insights and outrages : a collection of pithy pieces from Marketing Magazine
Kogan Page, 2000
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注記
Includes index
内容説明・目次
内容説明
For many years Drayton Bird has been both delighting and infuriating readers of Marketing magazine with his insightful and often outrageous pieces. Marketing Insights and Outrages is a collection of the best of these and represents Bird's renowned ability to entertain while educating his readers.
But Bird is not just some hack pontificating on the vagaries of the marketing industry - he is one of its most successful and practised masters. He is the man of whom David Ogilvy said, 'Drayton Bird knows more about direct marketing than anyone in the world'.
You'll find it easy to be seduced by Bird's witty and irreverent observations, but don't be fooled - this man has a serious mission. We may laugh along with him at his hilarious descriptions of marketing missteps and lunacies, but his razor-sharp observations make for sound lessons to be learnt by any marketer.
You may choose to dip into Marketing Insights and Outrages purely for its entertainment value, but be warned: you'll be provoked and, above all, impressed by Bird's unrivalled know-how.
目次
- On writing English and garbage
- loyal? - are you kidding?
- the joys of new technology
- money and other arcane mysteries
- do what about the poor bloody customers?
- would you have a relationship with these people?
- what to watch out for in creative people
- no wonder they call it junk
- advertising - what about the basics?
- what testing and research teach us
- bees in Bird's bonnet, pearls of wisdom.
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