Lester Wunderman on Marketing in Turbulent Times
Lester Wunderman's perspective on marketing in turbulent times stems from experience. Drawing on lessons learned long ago, Mr. Wunderman offers up advice to marketers today, fearful of the economy and its impact and whose first instinct may be to cut and run. Don't do it is his message. Instead, turn buyers into customers for life and turn the products they buy into services they need. "Having once found consumers who made their first purchase, it became vastly more profitable to motivate those customers to buy and buy again, rather than the creation of new customers," he says in the inaugural issue of Point, the digital-only publication from the Direct Marketing Association.