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Being Direct - Making Advertising Pay
Lester Wunderman (Szerző)
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 it – how he learned to make advertising pay.
Direct marketing is a strategy for putting manufacturers directly in touch
with consumers – the blueprint for the "disintermediation" of the digital world.
Back in the fifties and sixties, while other ad agencies disdained what was then
called mail order selling, Lester Wunderman used his instincts and skills to
revolutionize the industry. He was responsible for a number of firsts: He
introduced bound-in subscription cards for magazines, founded the first "virtual
store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use
an 800 number to sell their magazines. Today, direct marketing accounts for 15
percent of all retail sales worldwide.
Twenty-five years before the Internet was invented, in a now famous speech at
MIT, Wunderman described the sales relationship of the future as "interactive."
In tomorrow's electronic marketplace, the interactive techniques he pioneered
will account for the great majority of sales worldwide. In a groundbreaking
final chapter, Wunderman looks forward to marketing in the "post-present."
Anyone with an interest in the future of advertising and selling would do well
to listen to this remarkable, wise and wonderfully entertaining pioneer.
The new version has been augmented with a new final chapter on the impact of
the Internet on direct marketing, includes a new Consumer Communications Bill of
Rights, and has been statistically updated regarding the size and scope of
Direct Marketing.
A könyv állapota jó.
Kiadó: Direct Marketing Association Inc.
A kiadás helye: New York
A
kiadás éve: 2004
Kötéstípus: Fűzött keménytáblás
Oldalszám: 322
Nyelv: Angol
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