From Publishers Weekly
Copyright 1996 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
Mr. Wunderman is an advertising pioneer and visionary.
This is a great book and a must read.
I highly recommend this one!
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. Read morePublished on September 5, 2012 by J. Shereshewsky
Now in an updated second edition, Being Direct: Making Advertising Pay presents the wisdom and practical experience of advertising legend and direct marketing pioneer Lester... Read morePublished on January 8, 2005 by Midwest Book Review
Being Direct uses many different company and industry examples to outline the development of the Direct Marketing industry. Read morePublished on May 13, 2000 by "guy-72"
Lester Wunderman, the father of direct marketing, is a great salesman and has a super story to tell. If you want to know more about Mr. Read morePublished on March 6, 2000 by Russ Emrick