• Selling the Invisible

  • A Field Guide to Modern Marketing
  • By: Harry Beckwith
  • Narrated by: Jeffrey Jones
  • Length: 1 hr and 37 mins
  • Abridged Audiobook
  • Release date: 27-06-08
  • Language: English
  • Publisher: Hachette Audio
  • 4 out of 5 stars 4.1 (48 ratings)

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
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Critic reviews

"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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Regular price: £10.69

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Customer Reviews

Most Helpful
5 out of 5 stars
By Omegara on 06-10-16

One of the Best Audio Books I have acquired

It was very relatable, interesting and above all very intellectually informative about the service industry. A-Z of selling the invisible service.

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5 out of 5 stars
By Liam on 06-08-15

Really enjoyed

This audio book has some great new ideas as well as reinforcing known principles.

I have listened twice and will no doubt listen again.

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Customer Reviews

Most Helpful
3 out of 5 stars
By Mach on 24-06-15

Basic information, good but not worth much money

It was a book of opinions and very very short. I don't feel that it was worth the price.

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1 of 1 people found this review helpful

4 out of 5 stars
By Will Coetsee on 28-08-09

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!

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1 of 1 people found this review helpful

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