Commonsense Direct and Digital Marketing

by Drayton Bird

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.

Genres: Business

645 pages, Kindle Edition

First published January 1, 2007

About the author

In 2003, the Chartered Institute of Marketing named Drayton Bird one of 50 living individuals who have shaped today’s marketing.
He has spoken in 53 countries for many organisations, and much of what he discusses derive from his work with many of the world’s greatest brands.
These include American Express, Audi, Bentley, British Airways, Cisco, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen. In various capacities – mostly as a writer – Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982.
Drayton’s standing has long been widely recognised.
He is a Fellow of the Royal Society of Arts, was one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India.
He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

Reviews

[Taher · Rating 5 out of 5]

a masterpiece on Direct Marketing, it should be read by any serious professional. Some parts seems to be outdated but the core wisdom still timeless. I can't recommend this book enough for marketing professionals.

[Radosveta · Rating 1 out of 5]

90% of the book is totally outdated :) if you want to learn how to sell via direct mail in 2005, then you should read it :)