Commonsense Direct Marketing

For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as 'the authoritative textbook' and latterly as 'a definitive mini institute'. First published in 1982, this is the first paperback edition and upholds the tradition of excellence established in previous editions.

In his characterisitic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Packed with international case studies showing how companies worldwide have implemented the author's ideas, a vast range of strategies necessary for a successful campaign are covered. Amongst the topics examined are: the role of the marketing department how to acquire and keep a customer how to achieve objectives and evaluate resutls what you should sell how to position effectively how to choose your agency - and how to do without one.

Commonsense Direct Marketing is, without a doubt, mandatory reading for all sales and marekting managers and advertising executives.