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- catalog abstract "Lester Wunderman is an advertising legend, 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. Direct marketing is a strategy for putting manufacturers directly in touch with consumers - the blueprint for the "disintermediation" of the digital world. Back in the fifties and sixties, while other ad agencies disdained what was then called mail-order selling, Lester Wunderman used his instincts and skills to revolutionize the industry. He was responsible for a number of firsts: He introduced bound-in subscription cards for. magazines, founded the first "virtual store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use an 800 number to sell their magazines. Today, direct marketing accounts for 15 percent of all retail sales worldwide.".
- catalog contributor b10197687.
- catalog created "c1996.".
- catalog date "1996".
- catalog date "c1996.".
- catalog dateCopyrighted "c1996.".
- catalog description "Gevalia Kaffe. -- Ford Motor Company -- American Express -- Jackson & Perkins Company. -- Columbia LP Records Club.".
- catalog description "Includes bibliographical references and index.".
- catalog description "Lester Wunderman is an advertising legend, 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.".
- catalog description "it - how he learned to make advertising pay. Direct marketing is a strategy for putting manufacturers directly in touch with consumers - the blueprint for the "disintermediation" of the digital world. Back in the fifties and sixties, while other ad agencies disdained what was then called mail-order selling, Lester Wunderman used his instincts and skills to revolutionize the industry. He was responsible for a number of firsts: He introduced bound-in subscription cards for.".
- catalog description "magazines, founded the first "virtual store," introduced pre-printed newspaper inserts, and persuaded Time Inc. to use an 800 number to sell their magazines. Today, direct marketing accounts for 15 percent of all retail sales worldwide.".
- catalog extent "xxiv, 305 p. ;".
- catalog identifier "0394540638".
- catalog issued "1996".
- catalog issued "c1996.".
- catalog language "eng".
- catalog publisher "New York : Random House,".
- catalog spatial "United States".
- catalog spatial "United States.".
- catalog subject "658.8/4 20".
- catalog subject "Advertisers United States Biography.".
- catalog subject "Advertising United States.".
- catalog subject "Direct marketing United States.".
- catalog subject "HF5810.W86 A3 1996".
- catalog subject "Wunderman, Lester.".
- catalog tableOfContents "Gevalia Kaffe. -- Ford Motor Company -- American Express -- Jackson & Perkins Company. -- Columbia LP Records Club.".
- catalog title "Being direct : making advertising pay / Lester Wunderman.".
- catalog type "Biography. fast".
- catalog type "text".