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, no-nonsense style. 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.Or to put it another way: how much is it worth paying to recruit a new customer, and what will you gain from keeping that ... trying to make sales, you are trying to make new customers, who will become friends a but only at a cost you can afford.
|Title||:||Commonsense Direct and Digital Marketing|
|Publisher||:||Kogan Page Publishers - 2007-06-03|