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Selling the invisible : a field guide to modern marketing / Harry Beckwith.

By: Material type: TextTextLanguage: English Publication details: New York : Warner Books , 1997.Description: xx, 252 pages ; 20 cmISBN:
  • 9780446520942
  • 0446520942
Subject(s): DDC classification:
  • 658.81 BEC
Contents:
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.
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Item type Current library Call number Status Barcode
Books Institute of Public Enterprise, Library S Campus 658.81 BEC (Browse shelf(Opens below)) Available 50228

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.

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