What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.

Unthinking. by Harry Beckwith

Business & Money

Harry Beckwith

Marketing & Sales

Business Plus

Selling the Invisible a Field Guide to Modern Marketing

Oxmoor House

The Invisible Touch: The Four Keys to Modern Marketing

Grand Central Publishing

Selling the Invisible: A Field Guide to Modern Marketing

Industries

iPublish.com

WARNER BOOKS

Selling The Invisible: A Field Guide To Modern Marketing

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, 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 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.Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples--from Federal Express, Citicorp, and a growing Greek travel agency to an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons.The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance readers call it the best book on business ever written.

Job Hunting & Careers

Begins with the core problem of service marketing; service quality and suggests how to learn what you must improve, with examples of what works. Covers service marketing fundamentals; defining what business you really are in and what people really are buying, positioning your service, understanding customers and buying behaviour, and communicating.

Selling the Invisible

Cassell

Orion Business Books

Invisible Touch Condensation (Oeb)

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Books by Harry Beckwith