О книге

For many years, Commonsense Direct Marketing has enjoyed an unrivalled reputation as "the authoritative textbook", and latterly as "a definitive mini institute". The book was first published in 1982, and this new edition upholds the tradition of excellence established in previous editions, with the added bonus of a larger, easy-to-read format. It also includes extensive material on how to use the Internet as a direct marketing tool. In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Commonsense Direct Marketing is packed with international case studies that show how companies worldwide have implemented the author"s ideas, and covers a vast range of strategies necessary for a successful campaign.

Amongst the topics examined are:

The role of the marketing department

How to acquire and keep a customer

How to achieve objectives and evaluate results

What you should sell

How to position product effectively

How to choose your agency - and how to do without one

The Internet - the direct marketer"s new tool.

Commonsense Direct Marketing, is, without doubt, mandatory reading for all sales and marketing managers, advertising executives and students of marketing throughout the world. Это и многое другое вы найдете в книге Commonsense Direct Marketing (Drayton Bird)

Полное название книги	Drayton Bird Commonsense Direct Marketing
Тип	Книга
Автор	Drayton Bird
Категории	Деловая литература, Книги
ISBN	749431210
Возрастное ограничение	18
Издательство	Kogan Page
Год	2000
Название транслитом	commonsense-direct-marketing-drayton-bird
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