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Being Direct: Making Advertising Pay Hardcover – 2004

4.8 out of 5 stars 4 customer reviews

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Hardcover, 2004
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Product details

  • Hardcover: 350 pages
  • Publisher: Direct Marketing Association, Inc.; 1st Edition edition (2004)
  • ISBN-10: 1931361436
  • ISBN-13: 978-1931361439
  • Product Dimensions: 23.1 x 15.5 x 3 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 1,664,919 in Books (See Top 100 in Books)

Customer Reviews

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Top Customer Reviews

Format: Hardcover
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.
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Format: 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.
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By A Customer on 15 Feb. 1998
Format: Hardcover
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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Format: 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!
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 4.5 out of 5 stars 13 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars For every marketer 6 Sept. 2012
By J. Shereshewsky - Published on Amazon.com
Format: Hardcover Verified Purchase
I have had the pleasure and honor of knowing and working with Lester Wunderman and still found this book informative adv full of new ideas. I can't imagine the impact on a relative newcomer to the field. It's absolutely brilliant. I can guarantee you at least five new ideas for your business.
5.0 out of 5 stars a must read by one of the greats 28 Oct. 2013
By M. Ivey - Published on Amazon.com
Format: Hardcover Verified Purchase
Mr. Wunderman is an advertising pioneer and visionary.

This is a great book and a must read.

I highly recommend this one!
5.0 out of 5 stars Lester wunderman Thanks 3 April 2015
By ANA Martínez - Published on Amazon.com
Format: Hardcover Verified Purchase
Wonderfull book
1 of 1 people found the following review helpful
4.0 out of 5 stars Well written and full of lessons for any marketer 20 May 2009
By B. Crosland - Published on Amazon.com
Format: Hardcover
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.
1 of 1 people found the following review helpful
5.0 out of 5 stars How to understand the philosophy and practice of direct mail. 17 April 2008
By Bernie L. Malonson - Published on Amazon.com
Format: Hardcover
If you are looking for a book that will give you the top 10 list of how to make your advertising pay, then this is not the book for you. Mr. Wunderman's memoir is a look back on a life-time spent coming up with creative direct marketing solutions to business problems.

My key takeaways from this book are to understand that the way to achieve truly impressive breakthroughs is not to resort to tried and true formulas. The formulas will get you incremental improvement at best.

For example Wunderman discusses how he sponsored a Chicago radio show of a prominent minister to target those in need of hearing aids. In another section he is challenged to develop a million leads for a rose grower who typically received 150,000 new prospects a year.

In both cases, Wunderman hits it out of the park.

The key insight to enjoying the book is to listen to Wunderman's repsonse to legendary copywriter Maxwell Sackheim's question, "What is it that you do?" Wunderman's answer, "I get clients and help them with their marketing problems."

Wunderman is a troubleshooter, and his toolset is direct marketing.

Cheers!
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