Check nearby libraries
Buy this book
Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club, and the high profile of L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future.
Here is his own story, in his own words, of how he did it - how he learned to make advertising pay.
Direct marketing is a strategy for putting manufacturers directly in touch with consumers - the blueprint for the "disintermediation" of the digital world. Back in the fifties and sixties, while other ad agencies disdained what was then called mail-order selling, Lester Wunderman used his instincts and skills to revolutionize the industry.
He was responsible for a number of firsts: He introduced bound-in subscription cards for magazines, founded the first "virtual store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use an 800 number to sell their magazines. Today, direct marketing accounts for 15 percent of all retail sales worldwide.
Check nearby libraries
Buy this book
Previews available in: English
Showing 4 featured editions. View all 4 editions?
Edition | Availability |
---|---|
1
Being Direct: Making Advertising Pay
September 2004, Direct Marketing Association, Inc.
Hardcover
1931361436 9781931361439
|
zzzz
Libraries near you:
WorldCat
|
2 |
zzzz
Libraries near you:
WorldCat
|
3
Being direct: making advertising pay
1998, Adams Media Corporation
in English
1558508341 9781558508347
|
zzzz
Libraries near you:
WorldCat
|
4
Being direct: making advertising pay
1996, Random House
in English
- 1st ed.
0394540638 9780394540634
|
aaaa
Libraries near you:
WorldCat
|
Book Details
Edition Notes
Includes index.
Classifications
The Physical Object
ID Numbers
Community Reviews (0)
Feedback?August 6, 2024 | Edited by MARC Bot | import existing book |
December 17, 2022 | Edited by ImportBot | import existing book |
March 2, 2020 | Edited by MARC Bot | remove fake subjects |
October 14, 2011 | Edited by EdwardBot | remove duplicate authors |
December 10, 2009 | Created by WorkBot | add works page |