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| Commonsense Direct Digital Marketing | 
 enlarge | Author: Drayton Bird
Publisher: Kogan Page
Category: Book
List Price: $49.95
Buy New: $35.78
You Save: $14.17 (28%)
Buy New/Used from $35.78
Avg. Customer Rating:  (5 reviews)
Sales Rank: 437258
Format: Illustrated
Media: Paperback
Edition: 5th
Number Of Items: 1
Pages: 434
Shipping Weight (lbs): 2.1
Dimensions (in): 9.5 x 7.4 x 1.2
ISBN: 0749447605
Dewey Decimal Number: 658.872
EAN: 9780749447601
ASIN: 0749447605
Publication Date: July 1, 2007
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures 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, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.
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| Customer Reviews:
A remarkable overview of the direct marketing business May 23, 2008
1 out of 1 found this review helpful
I own an earlier edition of this book, written beforebr /the internet stuff was added.br /br /Still, Drayton Bird is a fine writer and he explains br /things lucidly and he has hella' experience and knowsbr /of that which he writes.br /br /He has a good sense of humor. Sort of droll.br /br /No book can cover it all, but this one does a good jobbr /of touching on major points any direct marketer shouldbr /really get a grasp of.br /br /It isn't until about half-way through that Bird gets intobr /Copywriting but he covers a lot of ground quickly in thisbr /area. If you write copy you SHOULD read a lot of books br /and read a lot of copy - one book doesn't do it.br /br /It's not obvious to everyone but there are some "copywriters"br /out there that don't actually know marketing very well. br /They are best avoided if you are paying for copy, and thisbr /book will help you a lot if you are thinking of writingbr /your own copy or thinking of hiring somebody to do it for you.br /br /Favorite quote (of many):br /br /"If you pay peanuts, you get monkeys"br /br /Funny guy, that Bird.br /
Great book for a learner September 20, 1999
1 out of 2 found this review helpful
Possibly a great book for those that know something alreadytoo, just look at the endorsements. Not a step by step book - no hardand fast rules to DM - goes to the principals derives guidelines and provides examples. A good approach that suited me - I always want to know why something should be done a certain way not just follow a prescription.
perfect to understand the practical side of marketing June 22, 1999
I read a number of marketing books before this one,but after read Drayton's book I understand how to create and execute a direct campaign.The best side is,I think, the simple words due to the writer experience in the marketing business .If you are looking for the best combination of experience and easy reading with a ''How to...'' aproach ,this book is the best.
This is it! Everything you need to know about the business July 22, 1998
7 out of 7 found this review helpful
This book contains all of the information you need to know about direct marketing. It puts aside the myth regarding the 1-2% return on mailings. I had no idea that a 50% return was possible! The book is full of proven advice and tips; planning, list selection, the offer, pricing...it goes on and on. Reading it from cover to cover gave me the information necessary to execute my own mailing which cost me less than $200 but reaped close to $100,000. Read it!
Yellow everywhere August 20, 1997
pEvery good idea in a book deserves a wipe of a highlighter pen. My copy of this book ended up with over half of the page real estate in fluorescent yellow.p Why? It's full of excellent tips, encouragement and dry humour for anyone who communicates in print - and that's most of us. And for once, the testimonials are accurate; his ex-employer, David Ogilvy (of Ogilvy Mather fame) says Drayton Bird knows more about direct marketing than anyone else in the world. His book about it is pure gold. p His only deviates from his own advice once - there is no address to reply to him. Apart from that, I recommend this to all my friends - and hide it from my enemies! p
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