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9780446699839

The Invisible Touch: The Four Keys to Modern Marketing

Beckwith, Harry Author

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This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.

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Review:

The beauty of marketing is that it happens when we're looking but not noticing. Before you know it, we're using Yahoo! as a search engine, even though serious researchers will tell you that Alta Vista and Dogpile are better. We're buying products that cost more and perform worse, simply because the marketing and branding of those products tells us there's a value there, even if objective analysis tells us otherwise. In The Invisible Touch, Harry Beckwith tells us the obvious--what was right in front of our faces. But because of the blinders we wear, because of the way we've been educated, socialized, or just plain bamboozled, we can't see it as clearly as he can. Thus, in each of his "four keys to modern marketing"--price, branding, packaging, relationships--he offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business, from Apple Computer to the U.S. Army, is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink. This is a business book, but one that everyone who works for a living should read. Pick any page, and you'll find insights that could make you a better teacher, a better salesperson, a better employee in any trade. Beckwith drives home the idea that we're all in the business of marketing ourselves, and we're in that business every waking hour. --Lou Schuler

About the Author:

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 Mark eting Association's Effie, Beckwith also is an internationally acclaimed speaker and teacher on marketing and branding.

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Beckwith, Harry Author
ISBN 10: 0446699837 ISBN 13: 9780446699839
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Beckwith, Harry Author
Published by Business Plus US/Hachette (2009)
ISBN 10: 0446699837 ISBN 13: 9780446699839
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Book Description Business Plus US/Hachette, 2009. Softcover. Book Condition: New. . (illustrator). . Service businesses sell something that cannot be seen or heard. They offer an experience-and to make that experience truly exceptional they must first understand people and how to satisfy them. In this dispensable volume, Harry Beckwith provides a treasury of quick, practical, and entertaining strategies. Applying the study of human nature to the real world of business, The Invisible touch will open your eyes to this crucial branch of marketing with four key concepts; Price: Its seductive power-from Uma Thurman`s Five Dollar Milk Shake to the Mansion at Turtle Creek. Brand: The triumph of Red Pepper, Opium, Yahoo!, and the inscrutable A-AI AC Delco Jani Express Cleaning Service 500. Packaging: Looking at the pretty mousetraps of Disneyland, the ugly Butterfly Effect, and a tale of oranges and heels. Relationships: A consideration of Jim Marinelli`s magic one word, Laura Nyro`s folly, the madness of Tom Peters, and further ripples of the Lake Wobegon Effect. Based on the author`s extensive business experience, this book delivers its wisdom with unforgettable and often surprising example-from the regrowth of a bitten Apple to Camden Yars` grand-slame face-lift, to the three eternal lessons of a twenty-year-old coffee commercial. Thorough, informative, and easily implemented, The Invisible Touch shows you how to market a service and, most important, how to keep happy, loyal clients with you forever. Printed Pages: 256. Bookseller Inventory # 49912

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