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Selling the Invisible : A Field Guide to Modern Marketing - Harry Beckwith

Selling the Invisible

A Field Guide to Modern Marketing

Author: Harry Beckwith

Audio CD

Published: 2nd January 2008
Ships: 7 to 10 business days
7 to 10 business days
RRP $35.99

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.

ISBN: 9781600241017
ISBN-10: 1600241018
Audience: General
Format: Audio CD
Language: English
Published: 2nd January 2008
Publisher: Little, Brown & Company
Country of Publication: US
Dimensions (cm): 15.5 x 13.2  x 1.3
Weight (kg): 0.11
Edition Type: Abridged