Selling the Invisible: A Field Guide to Modern Marketing

Beckwith, Harry

ISBN 10: 1600241018 ISBN 13: 9781600241017

Verlag: HACHETTE AUDIOBOOKS, 2008

Inhaltsangabe

Book by Beckwith Harry

Über diesen Titel

Reseña del editor:

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.

Contraportada:

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.

Über diese Auflage

• Verlag: HACHETTE AUDIOBOOKS
• Erscheinungsdatum: 2008
• ISBN 10: 1600241018
• ISBN 13: 9781600241017
• Einband: CD de audio