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Selling the Invisible: A Field Guide to Modern Marketing

by Harry Beckwith
RM37.00 MYR
Selling the Invisible: A Field Guide to Modern Marketing
Selling the Invisible: A Field Guide to Modern Marketing

Revolutionize marketing: crisp strategies for service-based businesses.

Selling the Invisible is an essential read for anyone looking to market a service-based business. The book's unique and distinctive feature is its collection of quick and practical strategies that can be easily implemented by businesses of any size. The author's focus on the critical role of emotion and vividness in marketing is particularly noteworthy. Readers have praised the book for its fresh perspective and actionable tips, making it a must-read for any service-oriented business looking to stand out in a crowded market.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Selling the Invisible: A Field Guide to Modern Marketing

by Harry Beckwith
RM37.00 MYR
ISBN: 9780446520942
Authors: Harry Beckwith
Publisher: Business Plus
Date of Publication: 1997-03-01
Format: Hardcover
Related Collections: Personal Development, Business
Related Topics: Personal Development, Business, Psychology, Entrepreneurship, Self Help, Management, Communication, Personal Development
Goodreads rating: 3.94
(rated by 9895 readers)

Description

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 overlooked 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
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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Selling the Invisible: A Field Guide to Modern Marketing
Selling the Invisible: A Field Guide to Modern Marketing
Well Read
RM37.00 MYR
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Revolutionize marketing: crisp strategies for service-based businesses.

Selling the Invisible is an essential read for anyone looking to market a service-based business. The book's unique and distinctive feature is its collection of quick and practical strategies that can be easily implemented by businesses of any size. The author's focus on the critical role of emotion and vividness in marketing is particularly noteworthy. Readers have praised the book for its fresh perspective and actionable tips, making it a must-read for any service-oriented business looking to stand out in a crowded market.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.