Commonsense Direct and Digital Marketing - download pdf or read online

By Bird D.

ISBN-10: 0749447605

ISBN-13: 9780749447601

As a part of a essentially dependent e-book sequence geared toward heart and senior point enterprise managers, this primary paperback version of a consultant at first released in 1982 demystifies positioning, media (examples included), birthing rules, and different elements of direct advertising and marketing in a conversational tone. fowl, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sphere to head complete circle in prefer of generalists over experts.

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Example text

And the interesting thing to me is that wherever I go in the world – even extremely conservative societies in the East – there seems to be some trend towards individualism. In any case, no matter how conformist a society, I think you will agree your customers are not statistics: they are human beings. Thus, isolating them as individuals and approaching them as individuals is bound to make a lot of sense. You can take this in a historical context to arrive at the same conclusions. ) Two hundred years ago almost all relationships between manufacturers and customers were very simple.

With an expensive product, where people were being asked to send a large sum of money to someone they had never met, words and pictures could not possibly be persuasive enough to convince respondents that they ought to take the chance. Cheap products did not have enough margin in them to justify the overheads involved in selling direct. ) No doubt many people went away impressed by my expert opinion, always delivered with great conviction. I owe them all an apology. For, as the story I have just recounted indicates, right at the beginning of my career I had discovered you could use direct marketing to sell very expensive products.

Points to remember • • • • • • • • • • • • • • • • • • Know your business aim. Know what marketing is. Think about long-term customers, not short-term profits. It’s not a medium, method or channel of distribution but a way of marketing. Three stages: – Isolate individuals. – Build relationships. – Test to make more profit. Mass media waning. More individualism. Technology creates new possibilities. Integration essential. Greater control possible. Less risk. Not always a cheaper way of doing business.

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Commonsense Direct and Digital Marketing by Bird D.


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