00814cam a2200157 a 4500020001800000020001600018041000800034082001600042100002000058245008200078260003900160300002800199504005400227505034000281650003500621  a9780446520942  a0446520942   aENG00a658.81bBEC1 aBeckwith, Harry10aSelling the invisible :ba field guide to modern marketing /cHarry Beckwith.  aNew York :bWarner Books , c1997.  axx, 252 pages ;c20 cm.  aIncludes bibliographical references (p. 246-250).  a1 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. 0aService industriesxMarketing.