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Title: Wonderful bio and story--little "how to" on direct marketing
Review: Lester Wunderman, the father of direct marketing, is a great salesman and has a super story to tell. If you want to know more about Mr. Wunderman's life or the history of direct marketing then this book is for you. However, the book promises to deliver on "making advertising pay" and it simply doesn't. What techniques you learn about direct marketing are antidotal and have to be mined from a lot of ore. The first few pages enumerate Mr. Wunderman's 19 principles which is about the only direct how-to we get.
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