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Selling the Invisible: A Field Guide to Modern Marketing by [Harry Beckwith]
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Selling the Invisible: A Field Guide to Modern Marketing Kindle Edition

4.5 out of 5 stars 349 ratings

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Length: 250 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Editorial Reviews

From Library Journal

"Don't sell the steak. Sell the sizzle." In today's service business, author Beckwith suggests this old marketing adage is likely to guarantee failure. In this timely addition to the management genre, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune 500 companies. The focus here is on the core of service marketing: improving the service, which no amount of clever marketing can make up for if not accomplished. Other key concepts emphasize listening to the customer, selling the long-term relationship, identifying what a business is really selling, recognizing clues about a business that may be conveyed to customers, focusing on the single most important message about the business, and other practical strategies relevant to any service business. Actor Jeffrey Jones's narration professionally conveys these excellent ideas appropriate for public libraries.?Dale Farris, Groves, Tex.
Copyright 1997 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

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. --This text refers to an alternate kindle_edition edition.

Product details

  • File Size : 491 KB
  • Publication Date : June 14, 1999
  • Word Wise : Enabled
  • Print Length : 250 pages
  • Publisher : Grand Central Publishing (June 14, 1999)
  • Lending : Not Enabled
  • Language: : English
  • ASIN : B001JK9BGE
  • Screen Reader : Supported
  • Enhanced Typesetting : Enabled
  • Text-to-Speech : Enabled
  • X-Ray : Enabled
  • Customer Reviews:
    4.5 out of 5 stars 349 ratings