Commonsense Direct Marketing

by Drayton Bird

As direct marketing activities are now allocated a higher marketing budget than ever before, due to the opening up of technologies in this area, it is more important that this medium is understood.To plan and execute a dynamic and ongoing campaign, and to successfully deploy the new technology now at our disposal, any marketer need look no further than Drayton Bird's latest edition. In his lively style, Bird shows the reader how to plan clearly, reach the right audience and turn ideas into brilliant campaigns. This book provides information which guarantees results and the opportunity to learn the success secrets of one of the world's most respected direct marketing gurus.

Genres: Business

352 pages, Paperback

First published December 30, 1988

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

[Paul Pryce]

I read this as part of the BDMA Diploma in Direct Marketing. I think it was free.

[Ben Wood]

Very practical guide. Advice is as relevant now as when the original was written.

[Rob]

One of the first books I read that set me on the path I find myself on today. Now have a signed copy that takes pride of place on my bookshelf.