| 000 | 02380cam a2200337 i 4500 | ||
|---|---|---|---|
| 001 | 1634233 | ||
| 005 | 20230824102952.0 | ||
| 008 | 960401s1997 nyu b 000 0 eng | ||
| 010 | _a 96016774 | ||
| 020 | _a0446520942 | ||
| 040 |
_aEG-NcFUE _cEG-NcFUE _erda |
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| 050 | 0 | 0 |
_aHD9980.5 _b.B425 1997 |
| 082 | 0 | 0 |
_a658.8 _220 _bB.H.S |
| 100 | 1 |
_aBeckwith, Harry, _d1949- _eauthor |
|
| 245 | 1 | 0 |
_aSelling the invisible : _ba field guide to modern marketing / _cHarry Beckwith. |
| 264 | 1 |
_aNew York : _bWarner Books, _c[1997] |
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| 264 | 0 | _a©1997. | |
| 300 |
_axx, 252 pages ; _c20 cm. |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 504 | _aIncludes bibliographical references (p. 246-250). | ||
| 505 | 8 | _a Front Cover Image; Welcome; Dedication; 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: COMMUNICATING AND SELLING; HOLDING ON TO WHAT YOU'VE GOT: NURTURING AND KEEPING CLIENTS; QUICK FIXES; SUMMING UP; Acknowledgments. Business PlusGreat Acclaim for Selling the Invisible; Table of Contents; Copyright Page. | |
| 520 | _a SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the For. | ||
| 650 | 0 |
_aService industries _xMarketing. |
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| 856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0914/96016774-d.html |
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg |
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| 942 |
_2ddc _cBK |
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| 999 |
_c11047 _d11047 |
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