Commonsense Direct Marketing

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.

Contents

1. Beginnings
   
2. The Three Graces of Direct Marketing
   
3. Direct Marketing Can Do More Than You Think
   
4. How to Get Started
   
5. Positioning and Other Mysteries Explained
   
6. How to Plan Clearly
   
7. Media: A Different, More Flexible Approach
   
8. Made For Direct Marketing: The Internet
   
9. Your Greatest Asset
   
10. Where Ideas Come From and How to Express Them Persuasively
    
11. How to make Your Creative Work Virtually Foolproof
    
12. How to Test - and Evaluate Your Results
    
13. Testing Versus Research - and Other Matters
    
14. How to Choose Your Agency - and When to Do Without One
    
15. Client and Agency: the Unequal Partnership
    
16. The Future: Full Circle.