Bird Drayton. Commonsense Direct & Digital Marketing

5th Edition. — Kogan Page, 2007. — 434 p.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.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 Predictions – and a Health Warning