Commonsense Direct and Digital Marketing - 5th Edition by Drayton Bird (Paperback)

About the Book

The authority on direct marketing execution and widely appreciated for its no-nonsense style, this latest edition includes the field of digital marketing. Just as important, it provides not only the structure for success but also an insight into the techniques behind successful direct marketing campaigns.

Book Synopsis

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.

Review Quotes

"Read and re-read it. It contains the knowledge of a lifetime." -- David Oglivy

"If you read no other book on direct marketing you should find the time to read this one." -- Direct Marketing International

About the Author

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).