Selling the Invisible af Harry Beckwith (Bog)

A Field Guide to Modern Marketing SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere; Focus Groups Don'ts; The More You Say, the Less People Hear; Seeing the Forest Around the Falling Trees 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 over-looked 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 reviewers call it the best book on business ever written. Titel: Selling the Invisible Forfatter: Harry Beckwith Forlag: Business Plus Udgivelsesår: 1997 Sider: 272 Sprog: Engelsk Klik på 'Se annoncen hos forhandleren' for at se varen i vores webshop Brand: Ukendt Farve: Ukendt Stand: 60 - Vi sender til hele landet for 45 kr. Leveringstiden er 1-3 hverdage. Du kan også gratis hente den på vores lager på Industrivej 10 i Slangerup. Er du i tvivl om varen stadig er til salg? Klik på knappen "Se annoncen hos forhandleren" for at se den i vores webshop. Kan du se den der, er den stadig til salg Orderly er en ny måde at købe brugt på. Vi har alle vores sælgeres ting på vores centrale lager. Derfor kan du være helt sikker på at få dine ting - og du kan samle flere ting på tværs af sælgere og kun betale én gang fragt.

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