Being Direct
In the 50s and 60s, while other ad agencies disdained what was then called mail-order selling, Lester Wunderman revolutionized the industry. Twenty-five years before the Internet was invented, in a now famous speech at MIT, Lester Wunderman described the sales relationship of the future as "interactive." Today, direct marketing accounts for 15 percent of all retail sales worldwide. And in tomorrow's electronic marketplace, the interactive techniques he pioneered will account for the great majority of sales worldwide.
Being Direct contains Wunderman’s own story, in his own words. The new edition has been augmented with a new final chapter on the impact of the Internet, includes a new Consumer Communications Bill of Rights by Wunderman himself and updated statistics on the size and scope of direct marketing.