Signed Edition Sweepstakes
 
 

Recently Viewed clear list


Original Essays | September 30, 2014

Brian Doyle: IMG The Rude Burl of Our Masks



One day when I was 12 years old and setting off on my newspaper route after school my mom said will you stop at the doctor's and pick up something... Continue »
  1. $13.27 Sale Trade Paper add to wish list

    Children and Other Wild Animals

    Brian Doyle 9780870717543

spacer
Qualifying orders ship free.
$3.95
Used Hardcover
Ships in 1 to 3 days
Add to Wishlist
Qty Store Section
3 Local Warehouse Business- Marketing

Selling the Invisible: A Field Guide to Modern Marketing

by

Selling the Invisible: A Field Guide to Modern Marketing Cover

 

Synopses & Reviews

Publisher Comments:

SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:

  • Greatness May Get You Nowhere
  • Focus Groups Don'ts
  • The More You Say, the Less People Hear and
  • Seeing the Forest Around the Falling Trees.

Synopsis:

You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This phenomenal book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. 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 the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

Synopsis:

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.

About the Author

Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.

Product Details

ISBN:
9780446520942
Subtitle:
A Field Guide to Modern Marketing
Author:
Beckwith, Harry
Author:
Jones, Jeffrey
Publisher:
Grand Central Publishing
Location:
New York :
Subject:
Marketing - General
Subject:
Marketing
Subject:
Industries
Subject:
Advertising & Promotion
Subject:
Service industries
Subject:
Service industries -- Marketing.
Subject:
Business;Marketing
Subject:
Sales & Selling
Copyright:
Edition Description:
Includes bibliographical references p. 246-250.
Series Volume:
1737-7
Publication Date:
20080102
Binding:
CD-audio
Language:
English
Illustrations:
Yes
Pages:
272
Dimensions:
5 x 5.75 x 0.5 in 0.24 lb

Other books you might like

  1. Positioning: The Battle for Your... Used Trade Paper $8.95
  2. What Clients Love: A Field Guide to... Used Hardcover $4.95
  3. The One Minute Sales Person: The... New Hardcover $19.99
  4. The E-Myth Revisited: Why Most Small...
    Used Trade Paper $6.50
  5. Blink: The Power of Thinking Without...
    Used Hardcover $4.50

Related Subjects

Business » Advertising
Business » General
Business » Marketing
Business » Sales

Selling the Invisible: A Field Guide to Modern Marketing Used Hardcover
0 stars - 0 reviews
$3.95 In Stock
Product details 272 pages Warner Books - English 9780446520942 Reviews:
"Synopsis" by , You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow? That's the problem with services. This phenomenal book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. 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 the Matterhorn * Dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel agency...to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.
"Synopsis" by , 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.
spacer
spacer
  • back to top
Follow us on...




Powell's City of Books is an independent bookstore in Portland, Oregon, that fills a whole city block with more than a million new, used, and out of print books. Shop those shelves — plus literally millions more books, DVDs, and gifts — here at Powells.com.