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Selling the Invisible: A Field Guide to Modern Marketing | [Harry Beckwith]

Selling the Invisible: A Field Guide to Modern Marketing

A treasury of hundreds of quick, practical, and easy-to-read strategies. Your eyes will be opened 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, and much more.
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Publisher's Summary

A treasury of hundreds of quick, practical, and easy-to-read strategies. Your eyes will be opened 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.

©2008 Harry Beckwith; (P)2008 Hachette Audio

What the Critics Say

"Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look." (Amazon.com)
"Actor Jeffrey Jones's narration professionally conveys these excellent ideas." (Library Journal)

What Members Say

Average Customer Rating

3.7 (68 )
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3.8 (42 )
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Performance
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  •  
    Will Alldays, LimpopoSouth Africa 08-28-09
    Will Alldays, LimpopoSouth Africa 08-28-09
    HELPFUL VOTES
    8
    ratings
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    "Wonderful Introduction to Services Marketing"

    'Selling the Invisible' is the challenge faced by any marketer of services. The fact that services are also increasingly dominant in terms of economic contribution to GDP in most developed (and developing) countries means that learning how to market them (note: MARKET, not SELL!) is a skill that can no longer be ignored. This book provides a great introduction to this fascinating field of expertise. Enjoy!

    1 of 1 people found this review helpful
  •  
    Igor Van Nuys, CA, USA 10-23-08
    Igor Van Nuys, CA, USA 10-23-08
    HELPFUL VOTES
    6
    ratings
    REVIEWS
    4
    1
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    0
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    Overall
    "Waste of time & money"

    This was a complete waste of my time and money. If you want a good sales audio book, get the "The Ultimate Sales Machine"

    6 of 9 people found this review helpful
  •  
    Jerry Peter NEWARK, DE, United States 12-19-12
    Jerry Peter NEWARK, DE, United States 12-19-12 Member Since 2011
    ratings
    REVIEWS
    15
    1
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    "Thank you Harry Beckwith!"

    This book is simple, insightful, and brilliant. And most of all practical. If you run a small business, do yourself a favor!

    0 of 0 people found this review helpful
  • Showing: 1-3 of 3 results
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  • Barry
    Coventry, United Kingdom
    1/3/13
    Overall
    "Brillaint advice expertly delivered"

    I have listened to this three times since I bought it. Each time I learn something. I have today purchased Mr Beckworth's other books so impressed am I by his common sense, jargon-free explanations and general approach which is instantly applicable. BTW the narrator does a fine job of presenting the material too.

    0 of 0 people found this review helpful
  • Monica
    LondonUnited Kingdom
    11/13/10
    Overall
    "simple to the point"

    I wish this audio was longer. its to the point and you can get through it quickly. make notes and listen to it again and again. i will also need to purchase the physical book to get more content

    0 of 0 people found this review helpful
  • Gary
    haslemere, surrey, United Kingdom
    3/3/10
    Overall
    "Awesome"

    I have been running my own businesses for years and only just lately have been giving extra effort into marketing. I got this book thinking it would give me a few guidelines. It done more than that it has helped me remodel my entire outlook on my business. I only wish I bought this book years ago!! I whole heartedly recommend this book along with "It's not who you know but it's who knows you!"

    0 of 0 people found this review helpful
  • Zubair
    LondonUnited Kingdom
    2/3/10
    Overall
    "Well worth it"

    Been selling solutions for years, this really helped me put an effective thought process together.

    0 of 0 people found this review helpful
  • Showing: 1-4 of 4 results

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