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Commonsense Direct and Digital Marketing


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Table of Contents

    • Chapter - 01: Beginnings
    • Chapter - 02: The Three Graces of Direct Marketing
    • Chapter - 03: Direct Marketing Can Do More Than You Think
    • Chapter - 04: How to Get Started
    • Chapter - 05: Positioning and Other Mysteries Explained
    • Chapter - 06: How to Plan Well
    • Chapter - 07: Media: A Different, More Flexible Approach
    • Chapter - 08: Digital Marketing: The Internet and E-mail
    • Chapter - 09: Your Greatest Asset
    • Chapter - 10: Where Ideas Come From and How to Express Them Persuasively
    • Chapter - 11: How to Make Your Creative Work Virtually Foolproof
    • Chapter - 12: How to Test - and Evaluate Your Results
    • Chapter - 13: Testing Versus Research - and Other Matters
    • Chapter - 14: How to Choose Your Agency - and When to Do Without One
    • Chapter - 15: Client and Agency: the Unequal Partnership
    • Chapter - 16: The Future of Marketing: Ten Predictions - and a Health Warning
    • Chapter - 017: Index

Promotional Information

The internationally-recognized authority on direct marketing, now in its 25th year Covers both conventional direct marketing and the latest techniques used for effective internet and digital marketing Contains a lifetime of direct marketing solutions, with practical advice and astonishing insight gained from working with clients of all sizes Now includes valuable checklists so that readers can maximize the effectiveness of their own campaigns Read it and re-read it. It contains the knowledge of a lifetime. David Ogilvy If you read no other book on direct marketing you should find the time to read this one. Direct Marketing International Probably the best book written on direct marketing and certainly the easiest to read. Direct Marketing Strategies

About the Author

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).


"Read it and re-read it. It contains the knowledge of a lifetime." David Ogilvy "If you read no other book on direct marketing you should find the time to read this one." Direct Marketing International "Probably the best book written on direct marketing... and certainly the easiest to read." Direct Marketing Strategies "Witty and practical, but never boring. A great book to read and re-read and one that I wish I had read a lot earlier in my career." Joseph Sugarman, CEO, JS&A "Everything the testimonials say and a bargain at any price." Robert Heller, Founder, Management Today "Among my most valued possessions, and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins." Gary Bencivenga, cited as America's top copywriter "Remarkably personal, yet authoritative." Ed McLean, DM News, New York "I built my business on Commonsense Direct Marketing - for years I was dipping in and out of it, and still do. It always points you in the right direction." Andrew Turner, MD and founder, Central Trust "So clear and concise that selective quotations fail to do justice to the richness of its texture." Campaign "Great book! Clear, honest and relevant - it's a great guide on how to focus on the basics and get it right." Alex Smirniotis, Combined Insurance, Australia "If you can spare the time to read only one direct-mail book - this is it. Beg, borrow or steal it." Graeme McCorkell, Founder, MSW Rapp & Collins "I read the whole book through from cover to cover in one weekend - because it was well written (as you would hope!) but also because it was just so immediately useful." Rowan Gormley, Virgin Wines "Much is talked and written about strategy. At length. My simple strategy would be, buy this book, heed its lessons and gain yourself a little competitive advantage in the process." Barry Jenner, General Manager, Marketing, Gallaher Ltd "Written in a crystal clear, engaging style... 'Commonsense Direct & Digital Marketing' covers all the areas of digital marketing, from basic principles to the most sophisticated techniques." IS Oppurtunities "Has become a benchmark in direct marketing handbooks." EFMA Magazine "Chapters on direct marketing are gold dust for starters and seasoned BSB practitioners alike." B2B Marketing "A combination of updating and amplification, which should allow this work to retain its pre-eminent position as a comprehensive 'cookbook' on how to make direct marketing work, in all its manifestations." "You will never find this book on a proper marketer's coffee table - because it will be far too dog-eared from the constant use by anyone who is interested in serious direct marketing." Argent (Jnl of the Financial Services Forum) Autumn 2007 "When it comes to direct (and digital) marketing, Drayton Bird is the man. At GBP24.95 this is the bargain book of the century. At GBP249.50 it would still be a bargain. A top seller for 25 years, this is the definitive tome on the subject." "Drayton knows more than anyone else about the topic, he is a very good writer and he is brutally honest." "Virtually a degree course in direct marketing and any reader would do well to treat it as such." IOD Hertfordshire, Dec 2007

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