Selling the Invisible A Field Guide to Modern Marketing

ISBN-10: 0446520942
ISBN-13: 9780446520942
Edition: 1997
Authors: Harry Beckwith
List price: $22.95 Buy it from $1.99
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Book details

List price: $22.95
Copyright year: 1997
Publisher: Grand Central Publishing
Publication date: 3/1/1997
Binding: Hardcover
Pages: 272
Size: 5.50" wide x 8.00" long x 1.00" tall
Weight: 0.924
Language: English

While at Stanford University, Harry Beckwith won the national collegiate journalism award, was named Oregon Law Review Editor-in-Chief, and graduated Phi Beta Kappa in 1972. He worked as a federal judicial clerk, a medical malpractice and personal injury trial attorney, legal counsel to the city of Portland, Oregon, and for an advertising agency. He currently works with twenty-three Fortune 500 companies and is a branding consultant. He has written numerous marketing books including Selling the Invisible, which was named one of the top ten business and management books of all time.

Preface
Introduction
Getting Started
The greatest misconception about service marketing
A world on hold
The Lake Wobegon effect: overestimating yourself
Those cartoons aren't funny
Let your clients set your standards
Bad news: you are competing with Walt Disney
The butterfly effect
A butterfly named Roger To err is an opportunity
The ad-writing acid test
The crash of Delta Flight 1985-95
Getting better vs. getting different
The first rule of marketing planning
The possible service
Surveying and Research: Even your best friends won't tell you
Even your best friends won't tell you But they will talk behind your back Why survey?
The letterman principle
Frankly speaking: survey by phone
The one question you should never ask
Focus groups don't

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