000			03177cam a2200421 a 4500
001			sellinginvisible00beck
003			CaSfIA
005			20140120101936.0
007			cr||||
008			960401s1997 nyu b 000 0 eng
010			_a 96016774
040			_aDLC _cDLC _dBAKER _dNLGGC _dMBB _dBTCTA _dYDXCP _dTJX _dCaSfIA
019			_a36267647
020			_a0446520942
020			_a9780446520942
035			_a(OCoLC)34557300 _z(OCoLC)36267647
050	0	0	_aHD9980.5 _b.B425 1997
082	0	0	_a658.8 _220
084			_a83.67 _2bcl
084			_a85.40 _2bcl
100	1		_aBeckwith, Harry, _d1949-
245	1	0	_aSelling the invisible : _h[electronic resource] _ba field guide to modern marketing / _cHarry Beckwith.
260			_aNew York : _bWarner Books, _cc1997.
300			_axx, 252 p. ; _c20 cm.
504			_aIncludes bibliographical references (p. 246-250).
520	0		_a"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." -- from publisher's description.
650		0	_aService industries _xMarketing.
650	1	7	_aMarketing. _2gtt
650	1	7	_aDienstensector. _2gtt
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0914/96016774-d.html
856	4	1	_uhttp://www.archive.org/details/sellinginvisible00beck _zFree eBook from the Internet Archive
856	4	2	_uhttp://www.openlibrary.org/books/OL979422M _zAdditional information and access via Open Library
029	1		_aNLGGC _b147671523
029	1		_aYDXCP _b1314041
029	1		_aNZ1 _b3757119
029	1		_aAU@ _b000012451112
942			_cEB
999			_c271733 _d271733