TY  - BOOK
AU  - Wunderman Lester
TI  - Being Direct / Making Advertising Pay
SN  - 394540638
PY  - 1996///
PB  - Random House
N2  - A must read for anyone who wants to understand what direct marketing is about.  Preface, Introduction, How it All Began, How to Discover a New Medium, God's Hearing Aid, The Power of Clubs, Discovering the Magic Ingredient: Choice, The American Express Card, How to Start and Advertising Agency, How I Discovered Direct Marketing, How to Be a Chief, Creating a New Direct Marketing, Time Flies, American Express Cards Welcome Here, Acknowledgments, Index
ER  -