Commonsense Direct And Digital Marketing

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.

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.