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Selling the Invisible

A Field Guide to Modern Marketing
Lu par : Jeffrey Jones
Durée : 1 h et 36 min
3.5 out of 5 stars (2 notations)

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Description

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

Commentaires

"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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Notations
Global
  • 3.5 out of 5 stars
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Interprétation
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  • Global
    4 out of 5 stars
  • Interprétation
    4 out of 5 stars
  • Histoire
    4 out of 5 stars
Image de profile pour Eric C. Fusco
  • Eric C. Fusco
  • 08/10/2018

Solid Foundation

A great overview of the fundamentals of marketing. If you are thinking about starting a business give it a listen. Good ideas presented clearly.

I’m a professional marketer for 20 years. Gave this a listen while cleaning my kitchen and it gave me six solid ideas for a few campaigns I am working on.

3 personnes ont trouvé cela utile

  • Global
    1 out of 5 stars
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    1 out of 5 stars
  • Histoire
    1 out of 5 stars
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  • Nealie
  • 25/12/2019

Doesn’t follow the book

If you’re looking to listen and follow along with the book, that isn’t going to happen. Don’t waste your money.

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
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    5 out of 5 stars
  • Histoire
    5 out of 5 stars
Image de profile pour Utilisateur anonyme
  • Utilisateur anonyme
  • 17/08/2018

Great book and great performer

Only my second audible book but realizing quickly what a difference the performer can make-great read, lively performer, good lessons and brief.

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars
Image de profile pour Walter L Crosby
  • Walter L Crosby
  • 08/08/2018

a must read for anyone

anyone in business CEO, Sales, Customer Success, everyone who is customer facing should read this text

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars
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  • Chris
  • 09/04/2018

Amazing

This is one of the most underrated books I’ve ever read in my entire life!

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
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    5 out of 5 stars
  • Histoire
    5 out of 5 stars
Image de profile pour barry bonaventure rachid
  • barry bonaventure rachid
  • 25/01/2018

help prevent early mistakes

great tips and tricks I would gladly apply .short and insightful reading. .. .. i

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
  • Interprétation
    5 out of 5 stars
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  • Bryan Nelson
  • 11/01/2018

amazing ideas<br />

great ideas to implement immediately. it made me excited to get out of bed and get to work for the first time in a long time.

1 personne a trouvé cela utile

  • Global
    5 out of 5 stars
  • Interprétation
    4 out of 5 stars
  • Histoire
    5 out of 5 stars
Image de profile pour Michael Richardson
  • Michael Richardson
  • 17/06/2016

If you think you may be interested LISTEN TO IT!

A lot had been said over the years on why businesses fail. This book spells it out plainly.

1 personne a trouvé cela utile

  • Global
    4 out of 5 stars
Image de profile pour Will Coetsee
  • Will Coetsee
  • 28/08/2009

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!

1 personne a trouvé cela utile

  • Global
    3 out of 5 stars
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    3 out of 5 stars
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    3 out of 5 stars
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  • Mach
  • 24/06/2015

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.

2 personnes ont trouvé cela utile

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  • Global
    4 out of 5 stars
  • Interprétation
    4 out of 5 stars
  • Histoire
    4 out of 5 stars
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  • JIGW
  • 07/01/2020

Useful concepts

Valuable insights when trying to position, conceptualize and create a successful brand and or service. Definitely worth hearing. Maybe for the very experienced entrepreneur not so much new stuff in it.