Submitted by Anastasia on April 7, 2009

• Category: Business
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&Quot;Being Direct&Quot; Book Report (By Lester Wunderman)

“Being Direct – Making Advertising Pay” book report
Part 1. Innovative marketing approach and the “gold box” promotion
The project I liked most while reading this book is described in Chapter 9 “The world’s largest rose grower”. I really admired this marketing project and was fascinated by the new holistic approach Lester Wunderman used.
The chapter is about the Jackson & Perkins Company of Newark, New York, the world’s largest rose grower. The company is famous worldwide for its ongoing process of new roses’ varieties creation which are sold by mail. Charles Perkins, the president and majority...

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