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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Being Direct – Lester Wunderman – Google Books
Lester Wunderman holds the customer at dirfct forefront and challenges us to shift our paradigm to truly make the customer, not the product, the hero. As a marketer, especially in this economy, being able to actually measure what consumers are doing and not doing, and what their intentions are, is critical. Actionable Analysis The power of podcast advertising: They have been in the stage of emotional acceptance and the image-making business.
You know those books you come back to repeatedly?
Spend an afternoon with him and you will have the lestter of a marketing education. The marketer is aware of the click and wants to do more for the consumer. Duy Trinh marked it as to-read Dec 14, Geroge Cohta rated it really liked it Dec 03, We have to find out how analytics must grow because of these questions.
Media has returned us to personal engagement. He conceived and refined its basic strategies, and he gave it a name. Goodreads helps you keep track of books you want to read. Selen Selviler rated it it was ok Jan 03, Fear and imagination are opposite.
Kaisha rated it really liked it Jan 15, Al Jones rated it really liked it Feb 04, Be sure they are not wasting their resources and that they are engaging the things that work.
I enjoy learning the history, the why, the backstory; and this book doesn’t disappoint. Usama marked it as to-read Apr 05, Lester Wunderman developed what is now called direct marketing, and this is a fascinating exposition of a commercial success story that has had a major impact on our civilization.
To ask other readers questions about Being Directplease sign up. Wunderman gives his perspective on advertising and “Being Direct” is his style as well as the title. I wouldn’t beibg this book anytime soon unless you want to know more about direct ma Read this for a project at work.
Written in an easy-going and deliberately persuasive style obviously honed during Whnderman 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. These will cement those relationships.
Lester Wunderman: Being Direct on Marketing
Yuki added it Jan 10, With an eye on the future, he offers a new chapter that provides us a thoughtful perspective on how the Internet is creating a more in-control consumer, which promises to have a dramatic — and lasting — impact on direct marketing. Lester Wunderman created the business known as direct marketing. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman’s six decades in the trenches, the book s Lester Wunderman’s Being Direct: Rajesh Agrawal rated it it was amazing Jun 23, They want the best value for their money.
As a marketer, how were you able to rationalize or talk a client into trying different variations of an audience for a direct mail campaign? I wouldn’t recommend this book anytime soon unless you want to know more about direct marketing techniques and how to credit yourself with all the successes and shift blame of a failure onto others.
Being Direct : Making Advertising Pay Direct
Beinb Wunderman’s Being Direct: We did have other relationship vehicles couponsbut we never had this situation where both parties are aware that something further is going to happen. Refresh and try again. Half biography half history of advertising, interesting read. His 19 principles are still incredibly relevant. Some people will always solve the problem better than others. Just a moment while we sign you in to your Goodreads account.
Lester Wunderman: Being Direct on Marketing – ClickZ
It combines an extraordinary personal history of “direct marketing” with a remarkably candid beinb at the field’s most acclaimed practitioner. We are seeing a realization of translating that click to wherever it is in the marketing funnel, to the monetary impact to the business. Feb 06, Kristian rated it it was ok.
General agencies have never practiced this.
It did not create a relationship. As we get to know more, how should we restrain ourselves? A customer is someone who is using a product. Read this when I knew nothing about Direct Marketing and Email Marketing was becoming a lot more targeted. What a great book.