The invisible touch: the four keys to modern marketing

Book Cover
Publisher:
Warner Books,
Pub. Date:
[2000]
Language:
English
Description
The beauty of marketing is that it happens when we're looking but not noticing. Before you know it, we're using Yahoo! as a search engine, even though serious researchers will tell you that Alta Vista and Dogpile are better. We're buying products that cost more and perform worse, simply because the marketing and branding of those products tells us there's a value there, even if objective analysis tells us otherwise. In The Invisible Touch, Harry Beckwith tells us the obvious--what was right in front of our faces. But because of the blinders we wear, because of the way we've been educated, socialized, or just plain bamboozled, we can't see it as clearly as he can. Thus, in each of his "four keys to modern marketing"--price, branding, packaging, relationships--he offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business, from Apple Computer to the U.S. Army, is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink. This is a business book, but one that everyone who works for a living should read. Pick any page, and you'll find insights that could make you a better teacher, a better salesperson, a better employee in any trade. Beckwith drives home the idea that we're all in the business of marketing ourselves, and we're in that business every waking hour. --Lou Schuler
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ISBN:
9780446524179
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Grouping Information

Grouped Work ID 4e619913-1566-a315-3362-02c31c473db9
Grouping Title invisible touch the four keys to modern marketing
Grouping Author beckwith harry
Grouping Category book
Last Grouping Update 2018-10-10 01:06:21AM
Last Indexed 2019-06-18 03:50:19AM

Solr Details

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record_details ils:.b11902061|Book|Books||English|Warner Books,|[2000]|xix, 232 pages ; 20 cm.
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subject_facet Service industries -- Marketing
title_display The invisible touch : the four keys to modern marketing
title_full The invisible touch : the four keys to modern marketing / Harry Beckwith
title_short The invisible touch :
title_sub the four keys to modern marketing
topic_facet Marketing, Service industries