Selling the Invisible
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Selling the Invisible by Beckwith
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.
Harry Beckwith heads Beckwith Partners, a marketing firm that has advised twenty-three Fortune 200 clients-including Microsoft, General Motors, and Target-and many venture-capitalized start-ups in customer relationships and communications strategies. A Phi Beta Kappa graduate of Stanford and winner of the American Marketing Association's Effie, Beckwith also is an internationally acclaimed speaker and teacher on marketing and branding.
| SKU | Unavailable |
| ISBN 13 | 9780446520942 |
| ISBN 10 | 0446520942 |
| Title | Selling the Invisible |
| Author | Beckwith |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Little, Brown & Company |
| Year published | 1997-03-01 |
| Number of pages | 105 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |