Selling the Invisible — A Field Guide to Modern Marketing - Harry BeckwithWarner, 1997, Hardback in Dustwrapper..
Condition: Very Good — in Good Dust Wrapper. Unlaminated dust wrapper a little edgeworn and faded with wear at the spine ends and corners. Text complete, clean and tight but offset from a paperclip to the top corner of the last few pages.
Later Printing. From the cover: “You can’t touch, hear, or see your company’s most important products… So how do you sell, develop, make them grow? That’s the problem with services. This “phenomenal” book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. 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 the Matterhorn; Dozens of proven yet consistently overlooked ideas for research, presentations, publicity, advertising, and client retention… and much more.”
Size: 7¾" x 5¼"
Number of Pages: 250
£9.50 (Now Sold)