Selling the invisible : a field guide to modern marketing /
Beckwith, Harry
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - New York : Warner Books , 1997. - xx, 252 pages ; 20 cm.
Includes bibliographical references (p. 246-250).
1 Getting Started -- 2 Surveying and Research -- 3 Marketing is Not a Department -- 4 Planning: The Eighteen Fallacies -- 5 Anchors, Warts, and American Express -- 6 The More You Say, the Less People Hear -- 7 Ugly Cats, Boat Shoes and Overpriced Jewelry -- 8 How to Save $5000,000 -- 9 Holding on to What You've Got -- 10 Quick Fixes.
9780446520942 0446520942
Service industries--Marketing.
658.81 / BEC
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - New York : Warner Books , 1997. - xx, 252 pages ; 20 cm.
Includes bibliographical references (p. 246-250).
1 Getting Started -- 2 Surveying and Research -- 3 Marketing is Not a Department -- 4 Planning: The Eighteen Fallacies -- 5 Anchors, Warts, and American Express -- 6 The More You Say, the Less People Hear -- 7 Ugly Cats, Boat Shoes and Overpriced Jewelry -- 8 How to Save $5000,000 -- 9 Holding on to What You've Got -- 10 Quick Fixes.
9780446520942 0446520942
Service industries--Marketing.
658.81 / BEC
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