Invisible Touch: The Four Keys to Modern Marketing eBooks
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 The Invisible Touch: The Four Keys to Modern Marketing
By: Harry Beckwith

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 The Invisible Touch: The Four Keys to Modern Marketing 		 

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Service businesses sell something that cannot be seen or heard, experience -- and to make that experience truly exceptional they must first understand people and how to satisfy them. In this indispensable volume, Harry Beckwith provides a treasury of quick, practical, and entertaining strategies. Applying the study of human nature to the real world of business, The Invisible Touch will open your eyes to this crucial branch of marketing with four key concepts:

  • Price: Its seductive power -- from Uma Thurman's Five-Dollar Milk Shake to the Mansion at Turtle Creek.
  • Brand: The triumph of Red Pepper, Opium, Yahoo!, and the inscrutable A-AI AC Delco Jani Express Cleaning Service 500.
  • Packaging: Looking at the pretty mousetraps of Disneyland, the ugly Butterfly Effect, and a tale of oranges and heels.
  • Relationships: A consideration of Jim Marinelli's magic one word, Laura Nyro's folly, the madness of Tom Peters, and further ripples of the Lake Wobegon Effect.
Based on the author's extensive business experience, this book delivers its wisdom with unforgettable and often surprising examples -- from the regrowth of a bitten Apple to Camden Yards' grand-slam face-lift, to the three eternal lessons of a twenty-year-old coffee commercial. Thorough, informative, and easily implemented, The Invisible Touch shows you how to market a service and, most important, how to keep happy, loyal clients with you forever.

"Harry Beckwith makes the invisible engagingly accessible."
   THE MOTLEY FOOL®, FOOL.COM

"Harry has nailed the art of making the intangible tangible and the invisible visible."
   LARRY D. STATTON, VICE PRESIDENT, HEALTH CARE SALES, SERVICE MASTER

"Harry Beckwith is one of best in the world in his trade. No word describes him better than 'outstanding.' Listening to Harry is a really golden moment."
 ...

The Invisible Touch: The Four Keys to Modern Marketing

Harry Beckwith

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