Selling the Invisible: A Field Guide to Modern Marketing
of Harry Beckwith
Description
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.
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Book Details
- Format Hardcover
- Pages 252 pages
- Publisher Warner Books (NY)
- Publication Date March 1st 1997
- First Publication 10/29/97
- Language English
- ISBN 9780446520942
- Edition Not informed
- Category Non-Fiction
- Scenario []
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