Being Direct: Making Advertising Pay (SCARCE HARDACK FIRST EDITION SIGNED BY THE AUTHOR, LESTER WUNDERMAN)

Wunderman, Lester

ISBN 10: 0394540638 / ISBN 13: 9780394540634

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

About this Item

NrF/NrF. First edition, second printing (same year as first printing) in d/w not price clipped. SIGNED BY THE AUTHOR, LESTER WUNDERMAN, without dedication on title-page. Signing reads, 'With Regards/Lester Wunderman'. Wunderman (June 1920-Januuary 2019) was an advertising legend, the pioneering father of direct marketing. With Index. A near fine copy, in a near fine d/w, of a SCARCE first edition SIGNED BY THE AUTHOR.

Seller Inventory # 18262

Bibliographic Details

• Title: Being Direct: Making Advertising Pay (SCARCE HARDACK FIRST EDITION SIGNED BY THE AUTHOR, LESTER WUNDERMAN)
• Publisher: Random House, New York, NY, USA
• Publication Date: 1996
• Language: English
• ISBN 10: 0394540638
• ISBN 13: 9780394540634
• Binding: Hardback
• Edition: First Edition, Second Printing.
• Condition: Near Fine
• Dust Jacket Condition: Near Fine
• Signed: Signed by Author, Lester Wunderman
• Seller catalogs:
  • Biography and Autobiography
  • Business

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.