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Selling the Invisible

A Field Guide to Modern Marketing
Sprecher: Jeffrey Jones
Spieldauer: 1 Std. und 36 Min.
4 out of 5 stars (14 Bewertungen)

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Inhaltsangabe

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

Kritikerstimmen

"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)

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Useful concepts

Valuable insights when trying to position, conceptualize and create a successful brand and or service. Definitely worth hearing. Maybe for the very experienced entrepreneur not so much new stuff in it.