Summary and Info
As part of a practically based book series aimed at middle and senior level business managers, this first paperback edition of a guide initially published in 1982 demystifies positioning, media (examples included), birthing ideas, and other aspects of direct marketing in a conversational tone. Bird, a veteran British direct marketer who now runs his own company, concludes that it is time for the field to go full circle in favor of generalists over specialists.
More About the Author
The Bird and Dinkelspiel Store in Birds Landing, California was built in 1875. The building was listed on the National Register of Historic Places in 1999. It is currently not in use.
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