| Document Type
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BL
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| Record Number
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1022167
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| Doc. No
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b776537
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| Main Entry
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Bird, Drayton.
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| Title & Author
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Commonsense direct digital marketing /\ Drayton Bird.
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| Edition Statement
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5th ed.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2007.
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| Series Statement
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Gale virtual reference library
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| Page. NO
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1 online resource (viii, 434 pages) :: illustrations
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| ISBN
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0749447605
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: 0749452072
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: 661091589X
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: 9780749447601
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: 9780749452070
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: 9786610915897
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| Notes
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"Rev. ed. of: Commonsense direct marketing / Drayton Bird. 4th ed. London ; $a Dover, N.H. : Kogan Page, 2000"--Title page verso.
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Includes index.
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| Contents
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Beginnings -- The three graces of direct marketing -- Direct marketing can do more than you think -- How to get started -- Positioning and other mysteries explained -- How to plan well -- Media: a different, more flexible approach -- Digital marketing: the Internet and E-mail -- Your greatest asset -- Where ideas come from and how to express them persuasively -- How to make your creative work virtually foolproof -- How to test--and evaluate your results -- Testing versus research--and other matters -- How to choose your agency--and when to do without one -- Client and agency: the unequal partnership -- The future of marketing: ten preditictions--and a health warning.
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| Abstract
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Demonstrates how to plan and execute profitable direct marketing campaigns using the media of direct mail, internet marketing, copywriting and design.
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| Subject
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Direct marketing.
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| Subject
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BUSINESS ECONOMICS-- E-Commerce-- Internet Marketing.
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| Subject
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BUSINESS ECONOMICS-- Mail Order.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- Direct.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- Multilevel.
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| Subject
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BUSINESS ECONOMICS-- Marketing-- Telemarketing.
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| Subject
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Direct marketing.
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| Subject
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Direct marketing.
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.126.B57 2007eb
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| Added Entry
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Bird, Drayton.
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| Parallel Title
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Commonsense direct and digital marketing
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