Being Direct : Making Advertising Pay

Wunderman, Lester

ISBN 10: 0394540638 / ISBN 13: 9780394540634

Published by New York, NY: Random House, 1996, 1996

About this Item

ISBN: 0394540638, Hardback, 1st edition, Near Fine in a Near Fine DJ; bottom corner tips of two pages creased, the author, an advertising legend, is the pioneering father of direct marketing and the creator os such business successes as American Expres and the Columbia Record Club, book includes the 19 principles used by all successful direct marketing companies, 8vo., 305 pages., 0.0 0.0 0.0.

Seller Inventory # 09279

Bibliographic Details

• Title: Being Direct : Making Advertising Pay
• Publisher: New York, NY: Random House, 1996
• Publication Date: 1996
• Language: English
• ISBN 10: 0394540638
• ISBN 13: 9780394540634
• Binding: Hardcover
• Edition: First Edition.
• Dust Jacket Condition: Dust Jacket Included

About this title

Synopsis

Lester Wunderman created the business known as direct marketing. He conceived and refined its basic strategies, and he gave it a name. Today, he is Chairman of Wunderman, Cato, Johnson, the largest direct marketing organization in the world, with billings in excess of $1.5 billion and 65 offices in 36 countries. This is his own story, in his own words, of how he did it -- how he sold everything from roses to Ford cars, from credit cards to coffee, using the direct marketing techniques he and his agency created; how he showed Time, Inc., how to market its magazines and Columbia Records how to become one of the largest and most sophisticated direct marketers in the world.

25 years before the Internet was conceived, in a now-famous speech delivered at MIT, Wunderman described the sales relationship of the future as "interactive." In tomorrow's electronic marketplace, the "interactive" techniques that Wunderman developed will account for the great majority of sales worldwide. Wunderman's intimate first-person account provides a business road map to the future.

About the Author

Lester Wunderman is Chairman of Wunderman, Cato, Johnson and Senior Adviser to the Board of Directors of Young and Rubicam, with which it merged in 1973. He has received countless awards for his contributions to the field of direct marketing and has been named to the Direct Marketing Hall of Fame. He has served as Director and Secretary Treasurer of the American Association of Advertising and was Director of the Advertising Council. This is his first book. He lives in New York City with his wife, Sue Cott.