| Selling the Invisible: A Field Guide to Modern Marketing Contributor(s): Beckwith, Harry (Author), Jones, Jeffrey (Read by) |
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ISBN: 1600241018 ISBN-13: 9781600241017 Publisher: Grand Central Publishing OUR PRICE: $15.28 Product Type: Compact Disc - Other Formats Published: January 2008 Annotation: 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. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Sales & Selling - General |
| Dewey: 658.8 |
| Physical Information: 0.51" H x 5.2" W x 6.09" (0.24 lbs) |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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:
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