基本信息·出版社：Kogan Page ·页码：434 页 ·出版日期：2007年07月 ·ISBN：0749447605 ·条形码：9780749447601 ·装帧：平装 ·正文语种：英语 ...
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Commonsense Direct & Digital Marketing |
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Commonsense Direct & Digital Marketing |
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基本信息·出版社：Kogan Page
·页码：434 页
·出版日期：2007年07月
·ISBN：0749447605
·条形码：9780749447601
·装帧：平装
·正文语种：英语
内容简介 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, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures 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, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.
作者简介 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).
媒体推荐 "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
编辑推荐 “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 £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
