Selling the Invisible: A Field Guide to Modern Marketing
by Harry Beckwith
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About This Book
ISBN13: 9780446520942 |
Only 1 left in stock at $12.95!
Synopses & Reviews
Publisher Comments:
In the first major book on service marketing, Harry Beckwith, a pioneer in this area, provides quick, practical strategies to improve the bottom line in any business by perceiving and fulfilling a client's every need.--Harvey Mackay.
Synopsis:
A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention...and much more.
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Product Details
- ISBN:
- 9780446520942
- Subtitle:
- A Field Guide to Modern Marketing
- Author:
- Publisher:
- Warner Books
- Location:
- New York :
- Subject:
- Marketing - General
- Subject:
- Marketing
- Subject:
- Industries
- Subject:
- Advertising & Promotion
- Subject:
- Service industries
- Subject:
- Service industries -- Marketing.
- Copyright:
- 1997
- Edition Description:
- Includes bibliographical references p. 246-250.
- Series Volume:
- 1737-7
- Publication Date:
- January 1997
- Binding:
- Hardcover
- Language:
- English
- Illustrations:
- Yes
- Pages:
- 272
- Dimensions:
- 7.83x5.33x.95 in. .72 lbs.











