6 Giants of the Last 100 Years

The bad news: I hit age 80 in August. The good news: 80 is the new 79.

Since this is the Target Marketer of the Year issue, let’s reflect on the great marketers of all time. Luckily, I had some grand mentors who pounded the rules into my head and talked me back from the edge.

Here are the mentors I wish I had. To this day I continue to read their work and marvel how their marketing philosophy, smarts and rules of the road apply directly to the data-mania environment of today.

Author of “Being Direct,” founder of the world’s largest direct marketing agency that bears his name, and the first to identify, name and define “direct marketing.”

“I got the sense that advertising ought to be totally accountable. If people were going to spend money on it, they ought to know what effect the expense was having.”

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Publish date: October 1, 2015 https://dev.adweek.com/performance-marketing/6-giants-last-100-years/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT