The Invisible Touch

The Four Keys to Modern Marketing

By Harry Beckwith (Electronic Book, 2001)

Service businesses sell something that cannot be seen or heard. Theyoffer an experience -- and to make that experience truly exceptionalthey must first understand people and how to satisfy them. In this BizBook to Go for busy readers on the move, Harry Beckwith provides atreasury of quick, practical, and entertaining strategies. Applying thestudy of human nature to the real world of business, "The InvisibleTouch" will open your eyes to this crucial branch of marketing withfour key concepts:

Price: Its seductive power -- from Uma Thurman's Five-DollarMilk Shake to the Mansion at Turtle Creek

Brand: The triumph of Red Pepper, Opium, Yahoo!, and the inscrutableA-AI AC Delco Jani Express Cleaning Service 500

Packaging: Looking at the pretty mousetraps of Disneyland, the uglyButterfly 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 ofthe Lake Wobegon Effect.

Based on the author's extensive business experience, this book deliversits wisdom with unforgettable and often surprising examples -- from theregrowth

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Buy This Book

- Format: Electronic Book
- Price: $9.99 US/$9.99 CAN
- ISBN-13: 9780759541085
- On Sale Date: 01/15/2001
- Publisher: Grand Central Publishing
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