David Ogilvy

For many years, Commonsense Direct Marketing has enjoyed an unrivaled reputation as 'the authoritative textbook' and latterly as 'a definitive mini institute'. First published in 1982, this is the first paperback edition and upholds the tradition of excellence established in previous editions.In his characteristic and witty style, Drayton Bird offers a practical yet entertaining guide to the intricacies of direct marketing. Packed with international case studies showing how companies worldwide have implemented the author's ideas, a vast range of strategies necessary for a successful campaign are covered. Amongst the topics examinedthe role of the marketing departmenthow to acquire and keep a customerhow to achieve objectives and evaluate resultswhat you should sellhow to position effectivelyhow to choose your agency - and how to do without one.Commonsense Direct Marketing is, without a doubt, mandatory reading for all sales and marketing managers and advertising executives.