Selling the invisible a field guide to modern marketing
Beckwith, Harry
Selling the invisible a field guide to modern marketing Harry Beckwith - 1st. ed. - New York Hachette - xx, 252 p.
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 Holding on to what you've got : nurturing and keeping clients Quick fixes
9780446520942
Selling the invisible a field guide to modern marketing Harry Beckwith - 1st. ed. - New York Hachette - xx, 252 p.
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 Holding on to what you've got : nurturing and keeping clients Quick fixes
9780446520942