Being Direct: Making Advertising Pay

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9781558508347: Being Direct: Making Advertising Pay
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In Being Direct, Lester Wunderman, the brilliant pioneer of direct marketing, shows how companies as diverse as American Express, the Columbia Record Club, Ford Motor Company, and L.L. Bean have used his revolutionary strategies to build profitable relationships with their customers.

Filled with entertaining and enlightening stories from his personal experience in every aspect of the direct marketing business, it offers invaluable advice on how to attract, interact with, and retain customers.

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Review:

Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of "direct marketing" with a remarkably candid look at the field's most acclaimed practitioner. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman's six decades in the trenches, the book shows his skill developing and gaining acceptance as he creates revolutionary advertising programs for future corporate stalwarts like the Columbia Record Club and American Express.

About the Author:

Lester Wunderman is Chairman of Wunderman Cato Johnson, Senior Advisor to the board of directors of Young & Rubicam, and Director of Dentsu Wunderman Direct in Japan. Mr. Wunderman has received countless awards for his marketing innovations and has been named to the Direct Marketing Association's Hall of Fame. He has served as Director of the American Association of Advertising Agencies and of the Advertising Council.

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Other Popular Editions of the Same Title

9780394540634: Being Direct: Making Advertising Pay

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ISBN 10:  0394540638 ISBN 13:  9780394540634
Publisher: Random House, 1996
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9781931361439: Being Direct: Making Advertising Pay

Direct..., 2004
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