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Commonsense Direct & Digital Marketing
Taschenbuch von Drayton Bird
Sprache: Englisch

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Beschreibung
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.
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.
Über den Autor
Drayton Bird was Vice Chairman and Creative Director Worldwide of Ogilvy and Mather Direct, the world's largest direct marketing firm. Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small. He is also the author of How to Write Sales Letters that Sell (also Kogan Page).
Zusammenfassung
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

Inhaltsverzeichnis

CHAPTER 1 Beginnings

The amateur approach

The difficult approach

Some valuable discoveries

The mysterious rise of direct marketing

A paradox

Your timing is good

To make learning easier

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 ...

... And four ways to achieve them

Which names are best?

CHAPTER 4 How to Get Started

Does your business have a continuing relationship built in?

Sales-force help

Some pertinent questions

Use your names

Retail problems

The key to profit

Employers and shareholders

Who complains?

What mail order teaches

Three major errors

What should you sell?

Can you offer a good deal?

Ask your customers

How does it compare?

Pay the right price

Don't over order

Where to look

CHAPTER 5 Positioning and Other Mysteries Explained

Sound advice on boasting

Would a salesperson do this?

Added value

Unique selling proposition

Positioning: today's theory

Changing the rules

General advertising and positioning

CHAPTER 6 How to Plan Well

Eleven steps to success

Five questions you must answer

Keep in touch

Details
Erscheinungsjahr: 2007
Fachbereich: Management
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780749447601
ISBN-10: 0749447605
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Bird, Drayton
Hersteller: Kogan Page
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 246 x 189 x 25 mm
Von/Mit: Drayton Bird
Erscheinungsdatum: 28.07.2007
Gewicht: 0,86 kg
Artikel-ID: 108386481
Über den Autor
Drayton Bird was Vice Chairman and Creative Director Worldwide of Ogilvy and Mather Direct, the world's largest direct marketing firm. Today he is Chairman of The Drayton Bird Partnership, which handles direct marketing and other marketing activities for clients both large and small. He is also the author of How to Write Sales Letters that Sell (also Kogan Page).
Zusammenfassung
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

Inhaltsverzeichnis

CHAPTER 1 Beginnings

The amateur approach

The difficult approach

Some valuable discoveries

The mysterious rise of direct marketing

A paradox

Your timing is good

To make learning easier

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 ...

... And four ways to achieve them

Which names are best?

CHAPTER 4 How to Get Started

Does your business have a continuing relationship built in?

Sales-force help

Some pertinent questions

Use your names

Retail problems

The key to profit

Employers and shareholders

Who complains?

What mail order teaches

Three major errors

What should you sell?

Can you offer a good deal?

Ask your customers

How does it compare?

Pay the right price

Don't over order

Where to look

CHAPTER 5 Positioning and Other Mysteries Explained

Sound advice on boasting

Would a salesperson do this?

Added value

Unique selling proposition

Positioning: today's theory

Changing the rules

General advertising and positioning

CHAPTER 6 How to Plan Well

Eleven steps to success

Five questions you must answer

Keep in touch

Details
Erscheinungsjahr: 2007
Fachbereich: Management
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780749447601
ISBN-10: 0749447605
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Bird, Drayton
Hersteller: Kogan Page
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 246 x 189 x 25 mm
Von/Mit: Drayton Bird
Erscheinungsdatum: 28.07.2007
Gewicht: 0,86 kg
Artikel-ID: 108386481
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