直截了当
Being direct
Lester Wunderman · 初版 1996 年
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Lester Wunderman 是广告界的传奇人物，直复营销（direct marketing）的开创性鼻祖。正是由于他，American Express 卡才得以随处可见，Columbia Record Club 得以创立，L.L. Bean 也声名远扬。Wunderman 在其漫长而辉煌的职业生涯中所构想并完善的先锋营销技术，彻底改变了广告业，并将塑造未来的交互式市场。这是属于他自己的故事，由他亲口讲述他是如何做到这一切的——他是如何学会让广告产生回报的。Direct marketing 是一种使制造商能够与消费者直接联系的策略
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Lester Wunderman 写的《Being Direct》。在我看来是全世界讲 direct marketing 最好的书。我现在做高阶营销咨询，要是没有这本书我根本走不到今天。比《奥格威谈广告》好太多了。
Being Direct by Lester Wunderman. Best book on direct marketing in the world IMO. I currently do high level marketing consulting, would not have happened without thia book. Way better than Ogilvy on Advertising.
……相信我，广告业早在 1920 年代就对脑科学了如指掌了。Google 一下“A Century of the Self”和 Edward Bernays 吧。而且 direct marketing 拥有惊人的数据挖掘能力已经有几十年了（Lester Wunderman 的《Being Direct》在这方面是个很好的参考）。
…believe me, the ad industry has known about brain science since the 1920s. Google "A Century of the Self" and Edward Bernays. And direct marketing has had astounding data mining capabilities for decades ("Being Direct" by Lester Wunderman is a good reference here).
另一本自传体的商业书是 Lester Wunderman 的《Being Direct》。Wunderman 基本上开创了 direct marketing 和关系营销这个行业。这本书轻松排进我人生必读书单的前三名。
Another book that is an auto-biographical business book is Lester Wunderman's Being Direct. Wunderman pretty much invented the direct marketing industry and relationship marketing. It's easily in my top three books I've ever read.
Lester Wunderman 的《Being Direct》是带你走进 direct marketing 世界的绝佳入门书。
Being Direct by Lester Wunderman is a great intro to the world of direct marketing.
Lester Wunderman 写的《Being Direct: How to make advertising pay》是我最喜欢的营销类书籍。
"Being Direct: How to make advertising pay" by Lester Wunderman is my favorite marketing book.
免得大家再去搜，这里附上这本书的亚马逊链接。我很惊讶自己以前居然从未听说过它，明明我都买了奥格威的书和《Tested Advertising Methods》：https://smile.amazon.com/Being-Direct-Making-Advertising-Pay...
To 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...