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.

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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