Commonsense Direct and Digital Marketing by Bird D.

By Bird D.

As a part of a virtually dependent booklet sequence geared toward heart and senior point company managers, this primary paperback version of a advisor before everything released in 1982 demystifies positioning, media (examples included), birthing rules, and different points of direct advertising in a conversational tone. chicken, a veteran British direct marketer who now runs his personal corporation, concludes that it's time for the sector to move complete circle in desire of generalists over experts.

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As a result, combined with the desire to give brand names to particular companies’ approaches to the business, all sorts of names have cropped up: terms such as ‘curriculum marketing’, ‘dialogue marketing’, ‘personal marketing’, ‘database marketing’ and – currently the most fashionable one – ‘customer relationship marketing’. But the most common term remains direct marketing. It is certainly the one I propose to stick to. Nevertheless, these terms do reveal important facts about the nature of the business.

1 Spiral of prosperity The magic number A greater competitive edge You will see by looking at the little graphic above that all these activities begin and end with the individuals you recruit, and how much they are worth to you. If you do all the things I have mentioned above, the answer to the question I posed earlier – how much is a customer worth? – will change. Customers will become more valuable to you the more carefully you consider them and cater to their needs. You will then be able to afford more money to isolate a new prospect and turn them into a customer.

Would he have read a Hewlett-Packard ad with as much interest? Just about every company engages in direct marketing of one sort or another. There can be hardly anyone who at some time or another doesn’t make a phone call or send out a letter with the hope of making a sale. Many individual initiatives employ a direct approach. A typical example is the salesperson making telephone calls to find good prospects. If you have ever tried to control sales staff, as I have, you know this is best done in an organised way.

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