Lester Wunderman is chairman emeritus and founder of Wunderman, which he launched in In , he identified, named, and defined. Lester Wunderman, “the father of direct marketing” and quite possibly the smartest “The objective is to be relevant, not to be personal, Wunderman says. Lester Wunderman’s autobiography, Being Direct: Making Advertising Pay, is now available in eBook form and can be purchased for Amazon Kindle, Barnes.

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Lester Wunderman | Chairman Emeritus Founder | Wunderman

His wundwrman have been on display at the Metropolitan Museum of Art in association with his collection of Dogon sculpture, which he donated, and 50 photographs remain in its permanent collection. Wunderman celebrates its 50th anniversary this month. For example Wunderman discusses how he sponsored a Chicago radio show of a prominent minister to target those in need of hearing aids. Some people are starting to use that information and the analytics we collect to go too far.

As we get to know more, how should we restrain ourselves?

That changed the retailing world. Shopbop Designer Fashion Brands. Preview — Being Direct by Lester Wunderman.

Being Direct: Making Advertising Pay

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.

The big danger in our world is privacy. Read wuderman Read less. To see what your friends thought of this book, please sign up.

Would you like to tell us about a lower price? A very good read, but don’t expect it to be ” tips to direct marketing success”. Roya marked it as to-read Sep 23, Thanks for telling us about the problem. Spend an afternoon with him and you will have the equivalent of a marketing education. Five lessons for maximizing your online and offline conversions. They will do well. Photos not seen by PW.


Please try again later. One of the surprising things about this book is that it’s written without much of an ego. How do companies prevail in hard times? Comment on that as far as tying marketing behavior or marketing response to the financial impact or performance.

It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner. Breaking down the Facebook auction: I can’t imagine the impact on a relative newcomer to the field.

Lists with This Book. Lester Wunderman created the business known as direct marketing. Customers who bought this item also bought. No trivia or quizzes yet. It may or may not help the reader that Wunderman describes using his techniques in marketing both goods flowers and services credit cards. They have been in the stage of emotional acceptance and the image-making business.

Jul 22, Murciaspain rated it it was amazing. The difference between a consumer and a customer is what makes success and failure.

Proceeds from eBook sales will benefit Bridging The Gap Mekong Trust, a not-for-profit organization whose prime wundermzn is to improve the education and potential employment prospects of underprivileged, isolated beong living along a stretch of the Mekong River in Northern Laos, a cause that is important to Wunderman.


How do we identify the click as being serious business potential or curiosity?

Mathew Anthony marked ,ester as to-read Mar 25, It went under two years later. As a marketer, how were you able to rationalize or talk a client into trying different variations of an audience for a direct mail campaign? This book is not yet featured on Listopia.

Actionable Analysis Seven ways advertisers can deal with brand safety concerns 2y Al Roberts. Is it time to rethink your mobile measurements? Amazon Second Chance Pass it lestdr, trade it in, give it a second life. 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.

The visionary marketing techniques he conceived and perfected over his long and brilliant career transformed the advertising industry and continue to shape the interactive marketplace. Has technology changed things for the better? The supermarket got it right. Wunderman is an advertising legend and the pioneering father of direct marketing. English Choose a language for shopping.

We never had that signal that could be the beginning of satisfaction for both parties. The formulas will get you incremental improvement at best. I related to that thought as a marketer. Media has returned us to personal engagement. Gui rated it it was amazing Jul 22,