TY - BOOK ID - 17579387 TI - Commonsense direct & digital marketing PY - 2007 SN - 9780749447601 0749447605 PB - London: Kogan Page, DB - UniCat KW - Direct marketing KW - 658.8 KW - Direct mail campaigns KW - Mail-order business KW - Marketing KW - Advertising, Direct-mail KW - Direct selling KW - 658.8 Marketing. Sales. Selling. Distribution KW - Marketing. Sales. Selling. Distribution KW - direct marketing KW - Direct marketing. KW - marketing KW - marketing direct KW - cyber-marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:17579387 AB - 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. ER -