Being Direct: Making Advertising Pay Hardcover – December 30, 1996

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. I can't imagine the impact on a relative newcomer to the field. It's absolutely brilliant. I can guarantee you at least five new ideas for your business.

Ecellent Review of Direct Marketing Winning Processes

Mr. Wasserman's ideas and opinions about interactivity in advertising and the idea of Permission Marketing preceded the changing marketing environment we see now by about 20 years. His book covers a lot of valuable tips and tools and reasons why in an easy to read style. Everything we do is about direct marketing, and everyone does it: teachers with students; husbands to wives (usually not the other way around); parents to children. Whether you want to communicate an idea or sell or promote a product or service, this book can help.

Boring. Lacking useful detail but filled with autobiographical self-indulgence. Idiotically, not a single photo or reproduced ad. A marginal bio but not worth reading if you want to learn about making advertising pay.

Liked autobiography chapters and how he came up with amazing creative ideas regarding marjeting.

Mr. Wunderman is an advertising pioneer and visionary.This is a great book and a must read.I highly recommend this one!

Wonderfull book

Since the book is over ten years old, I bought myself a used copy. It's terrific. I'm not sure the book is in print anymore but either way, the copy I bought was in such great shape that I don't even notice it's used.One of the surprising things about this book is that it's written without much of an ego. When Lester fails, he says so, when he does well, he attributes it to uncovering a direct marketing insight - not being chosen by the celestial gods and being struck by a lightening bolt. You can tell from reading that Lester Wunderman worked very hard, believed in himself and constantly searched for the unmet needs of customers. None of these disciplines go out of style.The organization of information in this book is more like reading a biography than a marketing textbook yet the insights build upon each other and help you sharpen your understanding of direct marketing. It's an easy weekend read and a useful book for anyone in the marketing field, particularly those who may be looking to create more value for customers with their marketing efforts. I also encourage digital marketers to pick up this copy too because Wunderman's insights have many applications for today's CRM, SEM, SEO and web analytics practices.