Product Description

drayton bird’s commonsense direct and digital marketing needs no introduction to marketers and direct marketers. it is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style.

the latest edition takes the book into new territory – the field of digital marketing. it gives the marketer the tools, techniques and structure 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, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world’s most successful direct marketing campaigns.

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Product Details

• Amazon Sales Rank: #26541 in Books
• Published on: 2007-06-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 434 pages

IS Opportunities
"Written in a crystal clear, engaging style...covers all the areas of digital marketing, from basic principles to the most sophisticated techniques."

Review

“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

“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 £24.95 this is the bargain book of the century. at £249.50 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

IOD Hertfordshire, December 2007
"At £24.95 this is the bargain book of the century. At £249.50 it would still be a bargain. A top seller for 25 years, this is the definitive tome on the subject."

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Customer Reviews

A handbook for SMEs
As the back cover states, this is mandatory reading for marketing managers. If you're an SME without a dedicated marketing manager this book will provide the education you need to get the most from your marketing spend. It did for me. The book covers everything you need to know if you want to do a DIY marketing job that will look like it was done by professionals. If you've got a bit more to spend, there are also chapters on choosing and working with an agency.

The truth can hurt
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!

Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!

Peter Hobday

Excellent resource for all involved in direct marketing
This book is excellent and should be read by all those working within direct marketing, working within publishing I have found this book an invaluable resource which I am sure I will read and re-read. A useful summary for the beginner and also more experienced marketeer!