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November 10, 2020 at 12:30 am #8632Carla LittleGuest
Selling the Invisible
A Field Guide to Modern Marketing
by Harry Beckwith
- Format: hardcover, 252 pages
- Publisher: Warner Books (NY)
- Release date: March 1, 1997
- Language: english
- Author: Harry Beckwith
- Genres: business, buisness, management, psychology, communication, entrepreneurship
- ISBN: 9780446520942 (0446520942)
About The Book
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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