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Selling the Invisible: A Field Guide to Modern Marketing
by Harry Beckwith

Selling the Invisible: A Field Guide to Modern Marketing Cover

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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:
Beckwith, Harry
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.
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