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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.
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.
Covers both conventional direct marketing and the latest techniques used for effective internet and digital marketing
Contains a lifetime of direct marketing solutions, with practical advice and astonishing insight gained from working with clients of all sizes
Now includes valuable checklists so that readers can maximize the effectiveness of their own campaigns
“Read it and re-read it. It contains the knowledge of a lifetime.” David Ogilvy
“If you read no other book on direct marketing you should find the time to read this one.” Direct Marketing International
"Probably the best book written on direct marketing… and certainly the easiest to read."
Direct Marketing Strategies
CHAPTER 1 Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
To make learning easier
CHAPTER 2 The Three Graces of Direct Marketing
Short-term thinking
To make and keep a customer
What is direct marketing?
The Three Graces of direct marketing
How your customer is changing
Controllability: an important benefit
Giving your customer a better service
The spiral of prosperity
CHAPTER 3 Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
CHAPTER 4 How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
CHAPTER 5 Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesperson do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
CHAPTER 6 How to Plan Well
Eleven steps to success
Five questions you must answer
Keep in touch
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780749447601 |
| ISBN-10: | 0749447605 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Bird, Drayton |
| Hersteller: | Kogan Page |
| Maße: | 246 x 189 x 25 mm |
| Von/Mit: | Drayton Bird |
| Erscheinungsdatum: | 28.07.2007 |
| Gewicht: | 0,86 kg |
Covers both conventional direct marketing and the latest techniques used for effective internet and digital marketing
Contains a lifetime of direct marketing solutions, with practical advice and astonishing insight gained from working with clients of all sizes
Now includes valuable checklists so that readers can maximize the effectiveness of their own campaigns
“Read it and re-read it. It contains the knowledge of a lifetime.” David Ogilvy
“If you read no other book on direct marketing you should find the time to read this one.” Direct Marketing International
"Probably the best book written on direct marketing… and certainly the easiest to read."
Direct Marketing Strategies
CHAPTER 1 Beginnings
The amateur approach
The difficult approach
Some valuable discoveries
The mysterious rise of direct marketing
A paradox
Your timing is good
To make learning easier
CHAPTER 2 The Three Graces of Direct Marketing
Short-term thinking
To make and keep a customer
What is direct marketing?
The Three Graces of direct marketing
How your customer is changing
Controllability: an important benefit
Giving your customer a better service
The spiral of prosperity
CHAPTER 3 Direct Marketing Can Do More Than You Think
What can you sell?
The role of direct marketing
Five major objectives of direct marketers ...
... And four ways to achieve them
Which names are best?
CHAPTER 4 How to Get Started
Does your business have a continuing relationship built in?
Sales-force help
Some pertinent questions
Use your names
Retail problems
The key to profit
Employers and shareholders
Who complains?
What mail order teaches
Three major errors
What should you sell?
Can you offer a good deal?
Ask your customers
How does it compare?
Pay the right price
Don't over order
Where to look
CHAPTER 5 Positioning and Other Mysteries Explained
Sound advice on boasting
Would a salesperson do this?
Added value
Unique selling proposition
Positioning: today's theory
Changing the rules
General advertising and positioning
CHAPTER 6 How to Plan Well
Eleven steps to success
Five questions you must answer
Keep in touch
| Erscheinungsjahr: | 2007 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9780749447601 |
| ISBN-10: | 0749447605 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: | Bird, Drayton |
| Hersteller: | Kogan Page |
| Maße: | 246 x 189 x 25 mm |
| Von/Mit: | Drayton Bird |
| Erscheinungsdatum: | 28.07.2007 |
| Gewicht: | 0,86 kg |
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