| Description |
xx, 252 pages ; 20 cm |
| Contents |
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 |
| Summary |
A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes 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 |
| Bibliography |
Includes bibliographical references (pages 246-250) |
| Subject |
Marketing -- Management -- Case studies.
|
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Marketing.
|
|
Selling.
|
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Service industries -- Marketing.
|
| Genre/Form |
Case studies.
|
| LC no. |
96016774 |
| ISBN |
0446520942 |
|
0446672319 |
|
