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Being Direct: Making Advertising Pay

Wunderman, Lester

Verlag: Random House, 1996
ISBN 10: 0394540638 / ISBN 13: 9780394540634
Gebraucht / Hardcover / Anzahl: 1
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Titel: Being Direct: Making Advertising Pay

Verlag: Random House

Erscheinungsdatum: 1996

Einband: Hardcover

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

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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.

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