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Being Direct: Making Advertising Pay
Being Direct: Making Advertising Pay by Lester Wunderman 0394540638 9780394540634
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Being Direct: Making Advertising Pay by Lester Wunderman

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 tomorrows electronic marketplace, the interactive techniques that Wunderman developed will account for the great majority of sales worldwide. Wundermans intimate first-person account provides a business road map to the future.

Author: Lester Wunderman

Language: English

Edition: 1st

Binding: Hardcover

Pages: 336

Publisher: Random House

Publication Date: 1996-12-30

Our Price: $4.09

Quantity:9
ISBN: 0394540638


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Lester Wunderman (Edition: 1st) Hardcover


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