- Taschenbuch: 336 Seiten
- Verlag: Adams Media Corporation (März 1998)
- Sprache: Englisch
- ISBN-10: 1558508341
- ISBN-13: 978-1558508347
- Größe und/oder Gewicht: 20,8 x 13,7 x 2,3 cm
- Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen Alle Rezensionen anzeigen (1 Kundenrezension)
- Amazon Bestseller-Rang: Nr. 1.046.405 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Being Direct Making Advertising Pay
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Produktbeschreibungen
Amazon.com
Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of "direct marketing" with a remarkably candid look at the field's most acclaimed practitioner. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman's 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.
-- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
From Booklist
At one time, direct marketing meant door-to-door selling. Over time, it evolved to include party-plan selling and mail order. Now with interactive at-home shopping via cable television and the Internet, direct marketing has new, unlimited potential. Wunderman has been called the grandfather of direct marketing. His firm is the largest direct-marketing organization in the world, with offices in 36 countries, and Wunderman has worked with such clients as Time and Columbia Records. With an advertiser's braggadocio, he takes credit for the success of the American Express card and the zip code and for the invention of the magazine insert and even the term direct marketing. Filled with tips throughout, Wunderman's book tells how he did it all. Even at age 76, he has his eye to the future as he touts the "brand experience" and "contact strategies" that will allow him to take advantage of the electronic marketplace. Given the popularity of similar material, public libraries should consider multiple copies. David Rouse
-- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.
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Kundenrezensionen
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Format:Gebundene Ausgabe
Lester's tale really gives you an inside look at how the entire 'Direct' movement started and his place in it's history. I loved the format of this book; being story formatted made it read much easier than many of the dry books out there on Direct Marketing and Advertising. This book should be a part of any real marketers collection. It's thick with timeless tips and techniques you may glean from it's pages.
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6 von 6 Kunden fanden die folgende Rezension hilfreich
An interesting guide to the history of direct marketing
18. November 1998
Format:Gebundene Ausgabe
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 von 4 Kunden fanden die folgende Rezension hilfreich
Getting experiences in Direct Marketing by reading
4. März 1998
Format:Gebundene Ausgabe
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 von 3 Kunden fanden die folgende Rezension hilfreich
This is the MAN!
15. Februar 1998
Format:Gebundene Ausgabe
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.
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