The Invisible Touch

The Invisible Touch : The Four Keys to Modern Marketing

3.88 (120 ratings by Goodreads)
  • Paperback
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Description

In this title, Harry Beckwith further explores the world of service-oriented businesses. He reveals how service businesses can attract clients and customers, keep them happy and loyal by mastering four key concepts and developing "the invisible touch". Service industries sell something that cannot be seen or heard. Instead, they offer an experience - and to make that experience truly exceptional, they must first understand the people they are trying to attract and how to satisfy them. The author provides a treasury of quick, practical and entertaining strategies. He applies the study of human nature to business, focussing on four key concepts crucial to successful marketing: finding the right price (not necessarily the lowest); creating a brand identity; using packaging to enhance the purchasing experience; and putting passion into your relationship with customers.show more

Product details

  • Paperback | 256 pages
  • 130 x 198 x 22mm | 281.23g
  • Cengage Learning, Inc
  • Texere Publishing
  • Florence, United States
  • New edition
  • New edition
  • 1587990679
  • 9781587990670

Table of contents

Research and its limits; fallacies of marketing; what is satisfaction; the first key - price; the second key - brand; the third key - packaging; the fourth key - relationships.show more

About Harry Beckwith

Harry Beckwith founded and directs Beckwill Partners, a positioning branding firm whose clients include Microsoft, ServiceMaster, ADP, Merck and Hewlett Packard. He is Phi Beta Kappa graduate of Stanford and an internationally acclaimed business spcaker. He also lectures at the universities of Minnesota and St Thomas in Minneapolis.show more

Rating details

120 ratings
3.88 out of 5 stars
5 24% (29)
4 46% (55)
3 26% (31)
2 2% (3)
1 2% (2)
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