Commonsense Direct & Digital Marketing 5th/ed

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For many years, this book has been "the authoritative textbook". This new fifth edition marks the 25th anniversary of its first publication, and includes extensive new material on the internet – by far the most significant digital medium – which is growing faster than all other direct media.The book remains on best-seller after all these years for good reason. It guides you step by step through the intricacies of direct marketing, yet almost reads like a novel. It doesn’t just tell you what to do and what to avoid, scores of international case studies show you exactly how. And it is blessedly simple and jargon free. Among the topics examined are• direct marketing defined – and where it fits into marketing;• the internet – a perfect direct medium, and how existing rules apply;• how to acquire and keep customers;• the unique benefits of testing and measurement;• what sells, what doesn’t – and why;• how to set objectives, achieve them and evaluate results;• the importance of digital marketing – and how to use it successfully.About Author: Drayton Bird was named by the CIM as "one of 50 living individuals, worldwide, who have shaped modern marketing". Drayton Bird Associates puts Drayton’s 45 years’ experience, in all aspects of the industry, to good use in handling and advising on direct marketing and other marketing activities for clients large and small all over the world.