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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing Compact disc - 2008

by Harry Beckwith; Read by Jeffrey Jones


From the publisher

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.

From the rear 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.

Details

  • Title Selling the Invisible: A Field Guide to Modern Marketing
  • Author Harry Beckwith; Read by Jeffrey Jones
  • Binding Compact Disc
  • Edition Abridged
  • Volumes 2
  • Language ENG
  • Publisher Grand Central Publishing, U.S.A.
  • Date January 2, 2008
  • Abridged Yes
  • ISBN 9781600241017 / 1600241018
  • Weight 0.24 lbs (0.11 kg)
  • Dimensions 6.09 x 5.2 x 0.51 in (15.47 x 13.21 x 1.30 cm)
  • Dewey Decimal Code 658.8

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.
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Selling the Invisible: A Field Guide to Modern Marketing
Stock Photo: Cover May Be Different

Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry; Jones, Jeffrey [Reader]

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ISBN 10 / ISBN 13
9781600241017 / 1600241018
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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry; Jones, Jeffrey [Reader]

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ISBN 10 / ISBN 13
9781600241017 / 1600241018
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Selling the Invisible: A Field Guideto Modern Marketing
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Selling the Invisible: A Field Guideto Modern Marketing

by Beckwith, Harry/ Jones, Jeffrey (Narrator)

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Selling the Invisible: A Field Guide to Modern Marketing
Stock Photo: Cover May Be Different

Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry; Jones, Jeffrey [Reader]

  • New
Condition
New
ISBN 10 / ISBN 13
9781600241017 / 1600241018
Quantity Available
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Grand Central Publishing, 2008-01-02. Audio CD. New. New. In shrink wrap. Looks like an interesting title!
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