Being direct : making advertising pay /
Wunderman, Lester,
Being direct : making advertising pay / Lester Wunderman. - xxiv, 303 pages ; 25 cm
Includes index.
Gevalia Kaffe. -- Ford Motor Company -- American Express -- Jackson & Perkins Company. -- Columbia LP Records Club.
Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club, and the high profile of L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story, in his own words, of how he did.
0394540638 9780394540634
96033996
Wunderman, Lester.
Biography--United States--Biography.
Direct marketing--United States.
HF5810.W86 / A3 1996
658.8/4
Being direct : making advertising pay / Lester Wunderman. - xxiv, 303 pages ; 25 cm
Includes index.
Gevalia Kaffe. -- Ford Motor Company -- American Express -- Jackson & Perkins Company. -- Columbia LP Records Club.
Lester Wunderman is an advertising legend, the pioneering father of direct marketing, to whom we owe the ubiquity of the American Express card, the creation of the Columbia Record Club, and the high profile of L.L. Bean. The visionary marketing techniques Wunderman conceived and perfected over his long and brilliant career transformed the advertising industry and will shape the interactive marketplace of the future. Here is his own story, in his own words, of how he did.
0394540638 9780394540634
96033996
Wunderman, Lester.
Biography--United States--Biography.
Direct marketing--United States.
HF5810.W86 / A3 1996
658.8/4