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Sinopsis
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; Seeing the Forest Around the Falling Trees
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Acerca del autor
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
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Selling The Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Paperback
Librería: World of Books (was SecondSale), Montgomery, IL, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. 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. Nº de ref. del artículo: 00108455630
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Imagen de archivo
Selling The Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
Antiguo o usado
Paperback
Librería: World of Books (was SecondSale), Montgomery, IL, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Good. 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. Nº de ref. del artículo: 00104103856
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Selling the Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Selling the Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Librería: Zoom Books East, Glendale Heights, IL, Estados Unidos de America
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Condición: good. Book is in good condition and may include underlining highlighting and minimal wear. The book can also include "From the library of" labels. May not contain miscellaneous items toys, dvds, etc. . We offer 100% money back guarantee and 24 7 customer service. Nº de ref. del artículo: ZEV.0446672319.G
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Selling the Invisible: A Field Guide to Modern Marketing
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ISBN 10: 0446672319
ISBN 13: 9780446672313
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Selling the Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Selling the Invisible: A Field Guide to Modern Marketing
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ISBN 10: 0446672319
ISBN 13: 9780446672313
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Selling the Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Imagen de archivo
Selling The Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
Antiguo o usado
Paperback
Librería: World of Books Inc, Montgomery, IL, Estados Unidos de America
Calificación del vendedor: 4 de 5 estrellas
Paperback. Condición: Good. 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. Nº de ref. del artículo: CIN0446672319G
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Selling the Invisible: A Field Guide to Modern Marketing
Publicado por
Grand Central Publishing, 2012
ISBN 10: 0446672319
ISBN 13: 9780446672313
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Paperback
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