Being Direct : Making Advertising Pay

In Being Direct, Lester Wunderman, the brilliant pioneer of direct marketing, shows how companies as diverse as American Express, the Columbia Record Club, Ford Motor Company, and L.L. Bean have used his revolutionary strategies to build profitable relationships with their customers. Filled with entertaining and enlightening stories from his personal experience in every aspect of the direct marketing business, it offers invaluable advice on how to attract, interact with, and retain customers.