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Commentaire: The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.
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Being Direct: Making Advertising Pay (Anglais) Relié – 29 janvier 1998

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Book by Wunderman Lester

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Commentaires client les plus utiles sur (beta) 13 commentaires
7 internautes sur 7 ont trouvé ce commentaire utile 
An interesting guide to the history of direct marketing 18 novembre 1998
Par Un client - Publié sur
Format: Relié
This book is interesting particularly for the evolution of direct marketing that Wunderman describes--and to a large degree, instigated. Readers will notice a tendency for Wunderman to toot his own horn, but don't worry; it doesn't ever become obnoxious.
The book would be good as a general guide as to what works and what doesn't--and why--in direct marketing. If a company is looking at direct marketing as a possible direction, this would be a good place to start to get an idea of what is involved, and what it takes to be successful. It may or may not help the reader that Wunderman describes using his techniques in marketing both goods (flowers) and services (credit cards).
In the end, you get more history from it than hard, specific tips. A very good read, but don't expect it to be "100 tips to direct marketing success". The hints are there, but you'll need to dig them out.
4 internautes sur 4 ont trouvé ce commentaire utile 
Getting experiences in Direct Marketing by reading 4 mars 1998
Par - Publié sur
Format: Relié
As a Direct Marketeer I was really impressed by Wunderman's clear, sophisticated, simple book that is REALLY about direct selling ! For a Direct Marketing "freshmen" it helps to think about what you should think about. And for profis it is a treasure of Direct Marketing strategies that allready worked.
3 internautes sur 3 ont trouvé ce commentaire utile 
This is the MAN! 15 février 1998
Par - Publié sur
Format: Relié
What a story! Wunderman invented so many of the marketing techniques we take for granted. Now he shares the inside story on how it did it. An inspiring trip through some of the greatest marketing ever.
2 internautes sur 2 ont trouvé ce commentaire utile 
The Evolution of Direct 24 juillet 2001
Par J. Jensen - Publié sur
Format: Relié
Wunderman provides a glimpse into a long and prosperous career in the direct advertising industry. Emphasizing the journey and the road to discovery rather than the actual destination, this book outlines how and when key direct marketing concepts were created, where he employed them, and the results which were achieved. I liked this book but it did take me some time to plow through it. I struggled to remain focused through parts of the book but, overall, it was a pretty enjoyable read.
Well written and full of lessons for any marketer 20 mai 2009
Par B. Crosland - Publié sur
Format: Relié
Since the book is over ten years old, I bought myself a used copy. It's terrific. I'm not sure the book is in print anymore but either way, the copy I bought was in such great shape that I don't even notice it's used.

One of the surprising things about this book is that it's written without much of an ego. When Lester fails, he says so, when he does well, he attributes it to uncovering a direct marketing insight - not being chosen by the celestial gods and being struck by a lightening bolt. You can tell from reading that Lester Wunderman worked very hard, believed in himself and constantly searched for the unmet needs of customers. None of these disciplines go out of style.

The organization of information in this book is more like reading a biography than a marketing textbook yet the insights build upon each other and help you sharpen your understanding of direct marketing. It's an easy weekend read and a useful book for anyone in the marketing field, particularly those who may be looking to create more value for customers with their marketing efforts. I also encourage digital marketers to pick up this copy too because Wunderman's insights have many applications for today's CRM, SEM, SEO and web analytics practices.
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