A REPORT ON THE BOOK BEING DIRECT

Apr 9th, 2015
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Direct marketing is a form of marketing that enables the advertiser to reach to customers in a direct way. Direct advertising has notably been championed by Lester Wunderman as seen in his book, Being Direct (1998). In his book, he demonstrates how direct advertising can be used as an effective tool to reach customers and therefore establish winning brands. Indeed, through this principle, he has been able to influence the growth and development of companies like American Express that have since then attracted a high level of customer loyalty.

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A book report, "Being Direct"IntroductionDirect marketing is a form of marketing that enables the advertiser to reach to customers in a direct way. Direct advertising has notably been championed by Lester Wunderman as seen in his book, Being Direct (1998). In his book, he demonstrates how direct advertising can be used as an effective tool to reach customers and therefore establish winning brands. Indeed, through this principle, he has been able to influence the growth and development of companies like American Express that have since then attracted a high level of customer loyalty.Marketing planOne of the notable marketing plans that Wunderman has described in his book is digital marketing. This approach was used by British Leyland motor company to market itself as well as reorganize itself to gain their employees confidence. Digital marketing goes in line with the direct marketing's goal of reaching directly to the targeted customers. Digital marketing as described in this book relates to the use of digital media such as cell phone text messaging, use of email, online display of advertisements, use of websites that foster consumer interaction with the organisation as well

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