Beispielbild für diese ISBN
Titel: Being Direct: Making Advertising Pay
Verlag: Random House
Zustand: Very Good
Zustand des Schutzumschlags: Dust Jacket Included
Auflage: 1st Edition
0394540638 Very good spine slant in Very good dust jacket. First Edition. Quality, Value, Experience. Buchnummer des Verkäufers BING8079583
Inhaltsangabe: 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.
Rezension: 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.
Dieser Anbieter akzeptiert die folgenden Zahlungsarten:
AbeBooks Verkäufer seit: 31. Dezember 1996
AbeBooks Mitglied seit 1996
Robinson Street Books, 184 Robinson Street, Binghamton, NY 13904
Email: email@example.com Phone: 607-217-4328 Within USA: 800-
572-4416 Contact: Rhett Moran
All books are guaranteed to be as described. Books are returnable within 2
weeks. Please notify us before returning a book. All items are offered
to prior sale. ALL AUTOGRAPHS ARE GUARANTEED AUTHENTIC, and if found
otherwise, may be returned by original purchaser, for full refund without
time limit. We accept ALL MAJOR CRE...
Shipping: Media Mail Shipping: $4.49 first book, $1.00 each other. Priority
$7.50 first book $3.00 each other. Some books and sets added postage required.
Anbieterinformationen: Our offices and warehouse are located in Binghamton NY. All of our available books are on-line. We are not open to the public. Local buyers may make appointment to pick up items at our warehouse.