by Drayton Bird · Kogan Page · tapa blanda · ISBN 9780749431211
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«Commonsense Direct Marketing» is Drayton Bird's practical guide to direct marketing, published by Kogan Page in paperback (352 pages, in English).
Drayton Bird explains in a practical tone how to plan direct marketing campaigns: acquiring and retaining customers, setting objectives, evaluating results, positioning the product, and working with or without agencies. Includes international company cases and a section on the Internet.
Fourth edition, published in July 2000 within the Professional Paperbacks series.
It is aimed at marketing and sales managers, advertising executives, and marketing students.
