Hardcover: 256 pages
Publisher: Warner Books; First Edition edition (March 1, 2000)
Language: English
ISBN-10: 0446524174
ISBN-13: 978-0446524179
Firnando Chau Review
Amazon.com Review
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
From Library Journal
Beckwith is the principal of Beckwith Partners, a positioning and branding advisory firm in Minneapolis, whose first book, Selling the Invisible (1977), dwelt on marketing for service businesses. He begins his new book with a segment on marketing research and its limitations, then follows with a section listing and discussing marketing fallacies. His offers four keys to effective marketingDprice, brand, packaging, and relationshipsDwhich he treats in depth. Beckwith has written a helpful book on the use of these four keys in marketing services to potential clients customers, with the aim of both getting them and keeping them. He is particularly good on the nature of marketing, showing what it can and cannot do. This book should be purchased by all libraries that serve businesses and business people and also belongs in the personal collections of professional marketers.DLittleton M. Maxwell, Business Information Ctr., Univ. of Richmond
Copyright 2000 Reed Business Information, Inc.
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