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His book, Being Direct, is amazing. It's decades of real marketing campaigns, often with detailed test results. It really guided and helped my marketing career
by cm2012 8y ago
His book, Being Direct, is amazing. It's decades of real marketing campaigns, often with detailed test results. It really guided and helped my marketing career.
- thucydidesofusa 8y ago+1. I've worked at the pinnacle of direct marketing and Lester Wunderman has probably forgot more about direct marketing than most will ever know.
- SyneRyder 8y agoTo save others a search, here's the book on Amazon. I'm surprised I've never heard of it before, even though I have Ogilvy & Tested Advertising Methods: https://smile.amazon.com/Being-Direct-Making-Advertising-Pay/dp/0394540638/ https://smile.amazon.com/Being-Direct-Making-Advertising-Pay...
- cm2012 8y agoFor some reason this book misses most of the Best Marketing Books lists and not a lot of people know about it compared to Ogilvy stuff. But having read 100+ marketing books, this is the one I found the most useful.