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Title: A look at the changing business-consumer relationship
Review: Now in an updated second edition, Being Direct: Making Advertising Pay presents the wisdom and practical experience of advertising legend and direct marketing pioneer Lester Wunderman, perhaps best known for his guidance behind the ubiquity of the American Express card, the creation of the Columbia Record Clob, and the well-known L.L. Bean. Although Being Direct focuses especially upon successful direct marketing, the experiences recounted within the pages are critically important to any business striving to get the most out of its advertising budget. From inventing new direct marketing media to how to successfully start an advertising agency to speculations of changes in the future and more, Being Direct is an eye-opening look at the changing business-consumer relationship from the point of view of a man who not only adapted to modern revolutions of information technology, but put them to use for success beyond anyone's dreams.
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