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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We are seeing a realization of translating that click to wherever it is in the marketing funnel, to the monetary impact to the business. It’s an easy weekend read and a useful book for anyone in the wundermaan field, particularly those who may be looking to create more value for customers with their marketing efforts.

But people respond for a number of reasons. Jul 22, Murciaspain rated it it was amazing. To ask other readers questions about Being Directplease sign up.

That is going to create new selling propositions.

Lester Wunderman: Being Direct on Marketing – ClickZ

It combines an extraordinary personal history of “direct marketing” with a remarkably candid look at the field’s most acclaimed practitioner. Al Jones rated it really liked it Feb 04, The market will change, brand awareness will change.

Read reviews that mention direct marketing advertising pay making advertising lester wunderman marketing then this book key techniques tips business. They want the best value for their wunserman. Be sure they are not wasting their resources and that they are engaging the things that work. Amazon Second Chance Pass it on, trade it in, give it a second life.


Consumers are worried about how to use and protect their assets. Would you like to tell us about a lower price? Shifting gears to the current economy.

Lester Wunderman | Chairman Emeritus Founder | Wunderman

Lester Wunderman’s Being Direct: How do companies prevail in hard times? A very good read, but don’t expect it to be ” tips to direct marketing success”. But it’s a matter of wonder that he remains unchallenged as its contemporary practitioner and that he can envisage its future with more clarity and common sense than anyone I know. Share your thoughts with lseter customers. English Choose a language for shopping.

Being Direct : Making Advertising Pay Direct

No trivia or quizzes yet. There is a big difference between being relevant and being personal, and I think that is one thing we need to be aware of. A customer is someone who is using a product. Follow us Facebook Twitter LinkedIn. If you have a customer, you have to nurture that relationship.

In addition, his photographs have become part of the permanent collection in the Dapper Foundation in Paris, now leeter of the Louvre. We never had that signal that could be the beginning of satisfaction for both parties. Advertising that creates commitment is going to win. This book is interesting particularly for the evolution of direct marketing that Wunderman describes–and to a large degree, instigated.


Joan Princess marked it as to-read Aug 03, Lists with This Book. Comment on that as far as tying marketing behavior or marketing response to the financial impact or performance.

Analytics Actionable Analysis Lester Wunderman: Wunderman is an advertising legend and the pioneering father of direct marketing. See all 15 reviews. I struggled to remain focused through parts of the book but, overall, it was a pretty enjoyable read. ComiXology Thousands of Digital Comics.

Wunderman is an wundeman pioneer and visionary. We never had a click before. Lester Wunderman holds the customer at the forefront and challenges us to shift our paradigm to truly make the customer, not the product, the hero.

Not really coddle, but fine-tune the relationship. In the end, you get more history from it than hard, specific tips. Amazon Advertising Find, attract, and engage customers. Please try again later.

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.

As a firect, especially in this economy, being able to actually measure what consumers are doing and not doing, and what their intentions are, is critical.