ENGLISH

Selling the Invisible A Field Guide to Modern Marketing

By Harry Beckwith

Book information

Publisher
Business Plus
Year
1997
ISBN
9780446930031
Language
english
Format
PDF
Filesize
893 kB (914442 bytes)
Pages
\181
Time added
2020-04-07 08:36:38

Description

Preface Introduction GETTING STARTED SURVEYING AND RESEARCH: EVEN YOUR BEST FRIENDS WON’T TELL YOU MARKETING IS NOT A DEPARTMENT PLANNING: THE EIGHTEEN FALLACIES ANCHORS, WARTS, AND AMERICAN EXPRESS: HOW PROSPECTS THINK THE MORE YOU SAY, THE LESS PEOPLE HEAR: POSITIONING AND FOCUS UGLY CATS, BOAT SHOES, AND OVERPRICED JEWELRY: PRICING MONOGRAM YOUR SHIRTS, NOT YOUR COMPANY: NAMING AND BRANDING HOW TO SAVE $500,000: COMMUNICATINGAND SELLING HOLDING ON TO WHAT YOU’VE GOT: NURTURING AND KEEPING CLIENTS QUICK FIXES SUMMING UP Acknowledgments

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