An Eye for Winners

An Eye for Winners

How I Built One of America's Greatest Direct-mail Businesses

Book - 1996
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Baker & Taylor
The owner of the world's largest mail-order catalog explains how her small, at-home business became a multi-billion-dollar empire and offers practical entrepreneurial advice to those just starting out

Blackwell North Amer
In 1951, using $2,000 of wedding gift money, Lillian Vernon founded a mail-order business - on her kitchen table! She placed an ad for personalized belts and handbags in Seventeen magazine, then filled the orders from her home. The ad was a huge success, and the Lillian Vernon catalog was born. This year, her company had sales of $238 million to its lifetime customer base of 18 million people.
This is her story: how her family fled Nazi Germany; how she grew up as an immigrant in America; her travels, marriages, and children. But mainly this is the story of one determined woman and the business she built - relying largely on her gut instinct and her "eye for winners" - into a mail-order industry leader that is a national institution.
Beyond the story of this one extraordinary woman's success, An Eye for Winners provides an intensive how-to manual for aspiring entrepreneurs. From building mailing lists to the art of picking "winners" for her catalogs, Lillian Vernon gives us an insider's look at how to break into the mail-order business.
Each chapter includes informative sidebars covering management strategies, negotiating tips, practical guidance on how to secure a bank loan, crucial advice about marketing and merchandising - everything the beginning entrepreneur needs to know about starting a business.

Baker
& Taylor

The owner of the world's largest mail-order catalog explains how her small, at-home business became a multi-billion-dollar empire and offers practical entrepreneurial advice to those just starting out. 75,000 first printing. $35,000 ad/promo.. Tour.

Publisher: New York : HarperBusiness, [1996]
Edition: First edition
Copyright Date: ©1996
ISBN: 9780887308185
088730818X
Branch Call Number: 381.142 VERNO
Characteristics: 213 pages, 8 unnumbered pages of plates : illustrations, portraits ; 25 cm

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