000			07349nam a2200301Ia 4500
001			888
008			230305s2007 xx 000 0 und d
020			_a9780749447601
041			_aeng
245		0	_aCommonsense direct and digital marketing
250			_a5ª ed
260			_a _bKogan Page, _c2007
300			_axi + 434 p. ; 25 cm
505			_aContents _rPlate section can be found between pages 000 and 000 in Chapter 9-- _rList of Plates 00-- _rAcknowledgements 00-- _rCHAPTER 1 Beginnings 00-- _rThe amateur approach 00-- _rThe difficult approach 00-- _rSome valuable discoveries 00-- _rThe mysterious rise of direct marketing 00-- _rA paradox 00-- _rYour timing is good 00-- _rTo make learning easier 00-- _rCHAPTER 2 The Three Graces of Direct Marketing 00-- _rShort-term thinking 00-- _rTo make and keep a customer 00-- _rWhat is direct marketing? 00-- _rThe Three Graces of direct marketing 00-- _rHow your customer is changing 00-- _rControllability: an important benefit 00-- _rGiving your customer a better service 00-- _rThe spiral of prosperity 00-- _rCHAPTER 3 Direct Marketing Can Do More Than You Think 00-- _rWhat can you sell? 00-- _rThe role of direct marketing 00-- _rFive major objectives of direct marketers ... 00-- _r... And four ways to achieve them 00-- _rWhich names are best? 00-- _rCHAPTER 4 How to Get Started 00-- _rDoes your business have a continuing relationship built in? 00-- _rSales-force help 00-- _rSome pertinent questions 00-- _rUse your names 00-- _rRetail problems 00-- _rThe key to profit 00-- _rEmployers and shareholders 00-- _rWho complains? 00-- _rWhat mail order teaches 00-- _rThree major errors 00-- _rWhat should you sell? 00-- _rCan you offer a good deal? 00-- _rAsk your customers 00-- _rHow does it compare? 00-- _rPay the right price 00-- _rDon¿t over order 00-- _rWhere to look 00-- _rCHAPTER 5 Positioning and Other Mysteries Explained 00-- _rSound advice on boasting 00-- _rWould a salesperson do this? 00-- _rAdded value 00-- _rUnique selling proposition 00-- _rPositioning: today¿s theory 00-- _rChanging the rules 00-- _rGeneral advertising and positioning 00-- _rCHAPTER 6 How to Plan Well 00-- _rEleven steps to success 00-- _rFive questions you must answer 00-- _rKeep in touch 000-- _rHow to understand your customers better 000-- _rWho knows where or when? 000-- _rWhere your money will do most good 000-- _rCHAPTER 7 Media: A Different, More Flexible Approach 000-- _rWhat is your purpose? 000-- _rFive major differences 000-- _rThe media recipe 000-- _rTiming critical 000-- _rThe eight traditional media at your disposal 000-- _rOther media 000-- _rInteractive, personalised media 000-- _rSuccessful media selection 000-- _rProven principles of negotiation 000-- _rTen good deals 000-- _rCHAPTER 8 Digital Marketing: The Internet and E-mail 000-- _rGetting it right from the start ¿ seven things you must ask yourself about -- _r your site 000-- _rA¿Z of building and managing a website 000-- _rYou have a fantastic site ¿ what next? 000-- _rDon¿t be bamboozled: commonsense online techniques 000-- _rHow your traffic helps improve your aim 000-- _rJust a reminder: it¿s accelerated direct marketing 000-- _rWhose website is it anyway? 000-- _rWhat¿s making money ¿ and why 000-- _rAn extraordinary, rare opportunity 000-- _rCHAPTER 9 Your Greatest Asset 000-- _rThe value of a name 000-- _rThe relative importance of the list 000-- _rTwelve criteria for evaluating lists 000-- _rYour database and how to build it 000-- _rWhere to find the best new customers 000-- _rLifestyle databases 000-- _rCompiled lists 000-- _rJon Epstein¿s Il desiderata 000-- _rCHAPTER 10 Where Ideas Come From and How to Express Them Persuasively 000-- _rThe birth of an idea 000-- _rGetting organised 000-- _rContext is everything 000-- _rNationalities and social groups 000-- _rMedia vary; principles don¿t 000-- _rHow to build conviction 000-- _rThe nuts and bolts of good creative copy 000-- _rCreativity in action 000-- _rTwo secret ingredients 000-- _rCHAPTER 11 How to Make Your Creative Work Virtually Foolproof 000-- _rTwenty-five pointers before you write a word or sketch a layout 000-- _rPlanning your creative treatment 000-- _rEleven uncreative (but tested) ways to make your layout work harder 000-- _rThirteen attention-grabbers 000-- _rTricks and techniques that keep people reading 000-- _rCharity advertising: a special case 000-- _rWhat to watch for in broadcast 000-- _rNow that you think it¿s perfect have you forgotten anything? 000-- _rCHAPTER 12 How to Test ¿ and Evaluate Your Results 000-- _rTesting: the first duty 000-- _rThirteen ways you can learn by testing 000-- _rA fair test? 000-- _rA true and proper record 000-- _rWhat testing achieved for me 000-- _rCHAPTER 13 Testing Versus Research ¿ and Other Matters 000-- _rTests that gained an account 000-- _rTwo laws of testing 000-- _rStartling results 000-- _rNine testing opportunities 000-- _rHow much should you test? And when? 000-- _rA famous case-history 000-- _rCHAPTER 14 How to Choose Your Agency ¿ and When to Do Without One 000-- _rAgency or not? 000-- _rSpeculative presentations 000-- _rOrganisation and procedure 000-- _rPlaying the field 000-- _rHow much you should pay 000-- _rMoney and talent 000-- _rTry to understand the process 000-- _rCHAPTER 15 Client and Agency: the Unequal Partnership 000-- _rThe impossible dream 000-- _rJoy ride? 000-- _rTwo types of relationship 000-- _rWhere things go wrong and how to get them right 000-- _rOther trouble spots 000-- _rCHAPTER 16 The Future of Marketing: Ten Predictions ¿ and a Health Warning 000-- _rLittle more competence 000-- _rHonesty 000-- _rFull circle 000-- _rIndex 000-- _r--
520			_aDrayton 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. ; ;
590			_b'Rev. ed. of: Commonsense direct marketing / Drayton Bird. 4th ed. London ; _a Dover, N.H. : Kogan Page, 2000'--T.p. verso. ; Includes index. ; ; Table of contents only http://www.loc.gov/catdir/toc/ecip0713/2007011100.html ; Publisher description http://www.loc.gov/catdir/enhancements/fy0715/2007011100-d.html ; Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0912/2007011100-b.html
630			_aHF COMMERCE _914
650		0	_aDirect marketing _95026
650			_a Database Multilevel marketing.
700			_aBird, Drayton _eAuthor _95282
856			_uhttp://books.google.es/books?id=mPbkCAo2PzwC&printsec=frontcover&dq=commonsense+direct+and+digital+marketing&hl=es&ei=m2YpT6ndMInotQbk2JHXAQ&sa=X&oi=book_result&ct=book-thumbnail&resnum=1&ved=0CDsQ6wEwAA#v=onepage&q=commonsense%20direct%20and%20digital%20marketing&f=false
902			_a479
905			_am
912			_a2007-01-01
942			_a1
953			_d2011-11-10 13:27:55
999			_c891 _d891