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.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

0 of 1 people found the following review helpful:

5.0 out of 5 stars being direct - simply brilliant!, 9 Aug 2002

By A Customer

This review is from: Being Direct: Direct Marketing That Works (Paperback)

the fascinating story of a fascinating man - this book charts the life story of the father of direct marketing and the history of DM since its humble beginnings. A 'must-read' book for all those interested in the discipline - the book is full of valuable information and written like a well told story - excellent!

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

5.0 out of 5 stars Getting experiences in Direct Marketing by reading, 4 Mar 1998

By A Customer

This review is from: Being Direct: Making Advertising Work (Hardcover)

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.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

Share your thoughts with other customers: Create your own review

› See all 4 customer reviews...

Most Recent Customer Reviews

5.0 out of 5 stars This is the MAN!
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. Read more

Published on 15 Feb 1998

› See all 4 customer reviews...

.jsOffDisplayBlock { display: block; } .jsOffDisplayInline { display: inline; } .jsOffVisibility { visibility: visible; } .jsOnDisplayBlock { display: none; } .jsOnDisplayNoneBlock { display: block; } .jsOnDisplayNoneInline { display: inline; } .jsOnDisplayInline { display: none; } .jsOnVisibility { visibility: hidden; } .jsOnDisplayBlock { display: none; } .jsOnDisplayInline { display: none; } .jsOnVisibility { visibility: hidden; }

Customer Discussions

Beta (What's this?)

This product's forum (0 discussions)

	Discussion	Replies	Latest Post
	No discussions yet

Ask questions, Share opinions, Gain insight

Start a new discussion

Topic:

First post:

Prompts for sign-in

[Cancel]

Guidelines

Listmania!

Top brand & marketing reads: A list by L. Ellerton
Rob's favourite marketing and management books: A list by Rob Watson "Rob"
My list of top books Fact and Fiction: A list by Dan Jones

Create a Listmania! list

Feedback

Would you like to update product info or give feedback on images?
I am the Author, and I want to comment on my book.
I am the Publisher, and I want to comment on this book.

Health & Beauty at Amazon.co.uk

From soap to shavers, massagers to mascara, stock up on your daily essentials or truly pamper yourself.

›Discover Health & Beauty

Make A Wish

Make sure you always get what you want with an Amazon.co.uk Wish List.

›More info on Wish Lists

Up to 50% off Dental Care

Put a sparkle in your smile with up to 50% off selected Oral-B and Philips rechargeable toothbrushes.

›Up to 50% off power toothbrushes

Treat Someone

With an Amazon.co.uk Gift Certificate, you can get them what they want (even if you don't know what that is).

›Learn more about Gift Certificates

Where's My Stuff?

track your recent orders
view or change your orders in Your Account

Delivery and Returns

see our delivery rates and policies
thinking of returning an item? (See our Returns Policy)

Need Help?

Forgot your password?
Buy Gift Certificates.
still have questions? Visit our Help Pages

Your Recent History

(What's this?)

You have no recently viewed items or searches.

After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in.

Look to the right column to find helpful suggestions for your shopping session.

Continue Shopping: Top Sellers

The Girl Who Played with Fire by Stieg Larsson

4.5 out of 5 stars (76)�3.86

Breaking Dawn (Twilight Saga) by Stephenie Meyer

4.1 out of 5 stars (465)�6.49

The Girl with the Dragon Tattoo by Stieg Larsson

4.1 out of 5 stars (168)�3.99

Bad Science by Ben Goldacre

4.6 out of 5 stars (143)�4.85


Amazon Home

International Sites: United States \| Germany \| France \| Japan \| Canada \| China

Business Programs: Sell on Amazon \| Fulfilment by Amazon \| Join Associates \| Join Advantage

Customer Service \| Help \| View Basket \| Your Account

About Amazon.co.uk \| Careers at Amazon


Amazon Home

International Sites: United States \| Germany \| France \| Japan \| Canada \| China

Business Programs: Sell on Amazon \| Fulfilment by Amazon \| Join Associates \| Join Advantage

Customer Service \| Help \| View Basket \| Your Account

About Amazon.co.uk \| Careers at Amazon