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Being Direct: Making Advertising Pay. Lester Wunderman, Author Random House (NY) $25 (p) ISBN Being Direct has 3 ratings and 1 review. Lester Wunderman created the business known as direct marketing. He conceived and refined its basic strategies. Lester Wunderman’s Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of ” direct.

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It did not create a relationship. How do we convert curiosity to relevance?

Lester Wunderman created the business known as direct beiing. Why do you think that is? Want to Read Currently Reading Read. Companies that know how to prevail and how to use their marketing tactics when the wind is blowing against them will succeed.

Brian Gill rated it liked it Mar 23, Roya marked it as to-read Sep 23, A consumer might become a customer.

Being Direct: Making Advertising Pay by Lester Wunderman

This book is not yet featured on Listopia. Breaking down the Facebook auction: But this is also where I worry. The marketer is aware of the click and wants to do more for the consumer. To things I had almost forgotten about. Hardcoverpages.

Open Preview See a Problem? We never had that signal that could be the beginning of satisfaction for both parties. There are no discussion topics aunderman this book yet.

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This is one of those. Thanks for telling us about the problem.

Being Direct : Making Advertising Pay Direct

Michaelpizzo rated it really liked it Mar 12, As we get to know more, how should we wundermman ourselves? This book is not yet featured on Listopia.

But mostly, how much more competent we are now than we were then. I related to that thought as a marketer. This really is an auto-biography and not a book on direct marketing tips. At the outset we did not get down to individuals.

Mathew Anthony marked it as to-read Mar 25, Are those techniques being applied after the click, when someone moves from the awareness vehicle, such as publishers or search engines, to the consumer Web site? You know those books you come back to repeatedly?

To see what your friends thought of this book, please sign up. But it’s a matter of wonder that ddirect remains unchallenged as its contemporary practitioner and that he can envisage its future with more clarity and common sense than anyone I know. Apr 29, mdy rated it really liked it.

That is going to create new selling propositions. At the time that I wrote the book, we were just getting into the Web. But the imagining and understanding the process of marketing in wundermsn different period…and getting to be as efficient as possible [are key]. Data is returning us to that kind of relevance. Read this when I knew nothing about Direct Marketing wundermsn Email Marketing was becoming a lot wundrman targeted.

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Return to Book Page. Making Advertising Pay truly is both informative and entertaining. Being Direct on Marketing. It happened during the Depression. I suspect that we will see a shift. Goodreads helps you keep track of books you want to read. It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner. And I remember that the switch from insecurity to security took a couple of years, but he got it.

Shifting gears to the current economy.

Duy Trinh marked it as to-read Dec 14, From my perspective after reading the book, Mr Beng was a bit of a genius and an incredibly hard worker but he also seemed to think very highly of himself and comes across as bit of an arrogant prick.