Being Direct

by Lester Wunderman (Wunderman)

Publisher: Direct Marketing Association, 2004

From 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.

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, includes a new Consumer Communications Bill of Rights by Lester Wunderman himself, and updated statistics on the size andscope of Direct Marketing.

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About the Author

Chairman emeritus and founder of Wunderman, Lester Wunderman identified, named and defined 'direct marketing' and has been a big part of the theoretical and practical growth of the industry.

He has received many awards and tributes from both the direct marketing and general advertising industries, including being named to the Direct Marketing Hall of Fame in 1983. In 1998 he was elected to the Advertising Hall of Fame and was named as one of 20 "Advertising Legends and Leaders" by Adweek Magazine.

He has served as director of the American Association of Advertising Agencies, the Direct Marketing Association, and the Advertising Council.