Commonsense Direct & Digital Marketing (Paperback)

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Editorial Reviews

Review

"If you read no other book on direct marketing you should find the time to read this one." -- Direct Marketing International "Direct Marketing International"

Review

"If you read no other book on direct marketing you should find the time to read this one." -- Direct Marketing International "Direct Marketing International"

See all Editorial Reviews

Product Details

• Paperback: 434 pages
• Publisher: Kogan Page; 5th edition (July 1, 2007)
• Language: English
• ISBN-10: 0749447605
• ISBN-13: 978-0749447601
• Product Dimensions: 9.5 x 7.4 x 1.2 inches
• Shipping Weight: 2.1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #251,488 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars This is it! Everything you need to know about the business, July 22, 1998

By A Customer

This review is from: Commonsense Direct Marketing (Hardcover)

This book contains all of the information you need to know about direct marketing. It puts aside the myth regarding the 1-2% return on mailings. I had no idea that a 50% return was possible! The book is full of proven advice and tips; planning, list selection, the offer, pricing...it goes on and on. Reading it from cover to cover gave me the information necessary to execute my own mailing which cost me less than $200 but reaped close to $100,000. Read it!

1 of 1 people found the following review helpful:

5.0 out of 5 stars A remarkable overview of the direct marketing business, May 22, 2008

By	Loren Woirhaye "Direct Response copywriting ... (Amherst, MA, USA) - See all my reviews

Amazon Verified Purchase

I own an earlier edition of this book, written before
the internet stuff was added.

Still, Drayton Bird is a fine writer and he explains
things lucidly and he has hella' experience and knows
of that which he writes.

He has a good sense of humor. Sort of droll.

No book can cover it all, but this one does a good job
of touching on major points any direct marketer should
really get a grasp of.

It isn't until about half-way through that Bird gets into
Copywriting but he covers a lot of ground quickly in this
area. If you write copy you SHOULD read a lot of books
and read a lot of copy - one book doesn't do it.

It's not obvious to everyone but there are some "copywriters"
out there that don't actually know marketing very well.
They are best avoided if you are paying for copy, and this
book will help you a lot if you are thinking of writing
your own copy or thinking of hiring somebody to do it for you.

Favorite quote (of many):

"If you pay peanuts, you get monkeys"

Funny guy, that Bird.

5.0 out of 5 stars perfect to understand the practical side of marketing, June 21, 1999

By A Customer

This review is from: Commonsense Direct Marketing (Professional Paperbacks) (Paperback)

I read a number of marketing books before this one,but after read Drayton's book I understand how to create and execute a direct campaign.The best side is,I think, the simple words due to the writer experience in the marketing business .If you are looking for the best combination of experience and easy reading with a ''How to...'' aproach ,this book is the best.