by Lester Wunderman · Direct Marketing Association, Inc. · tapa dura · ISBN 9781931361439
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In 'Being Direct: Making Advertising Pay', Lester Wunderman, an advertising legend and pioneer of direct marketing, shares his story and the visionary techniques that transformed the industry. From the creation of the American Express card to the Columbia Record Club, Wunderman revolutionized the way companies connect with consumers. This book offers a unique insight into how to make advertising profitable and how its principles remain relevant in today's digital world.
