The Invisible Touch: The Four Keys to Modern Marketing

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9780446524179: The Invisible Touch: The Four Keys to Modern Marketing
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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 founded and directs Beckwith Partners, a positioning and branding firm.

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Other Popular Editions of the Same Title

9780446699839: The Invisible Touch: The Four Keys to Modern Marketing

Featured Edition

ISBN 10:  0446699837 ISBN 13:  9780446699839
Publisher: Business Plus, 2009
Softcover

9781587990670: The Invisible Touch: The Four Keys to Modern Marketing

Texere..., 2001
Softcover

9780759591516: The Invisible Touch the Four (PDF) Keys to Modern Marketing

Oxmoor..., 2001
Hardcover

9780756783723: Invisible Touch: The Four Keys to Modern Marketing

Diane ..., 2000
Hardcover

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