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The Invisible Touch: The Four Keys to Modern Marketing Издательство: Grand Central Publishing, 2000 г Твердый переплет, 256 стр ISBN 0446524174 инфо 6667j.

The Invisible Touch: The Four Keys to Modern Marketing Издательство: Grand Central Publishing, 2000 г Твердый переплет, 256 стр ISBN 0446524174 инфо 6667j.

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 volumашщбшe, 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 seбилюуductive 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 Effбркбоect 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 Автор Гарри Беквит Harry Beckwith Гарри Беквит является основателем компании Beckwith Advertising and Marketing Он работал с четырьмя из 100 лучших американских предприятий сферы услуг, девятью фирмами, входящими в рейтинг 500 наиболее успешных компаний журнала Fortune, и многими менее .



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