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The Invisible Touch: The Four Keys to Modern Marketing, by Harry Beckwith
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This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.
- Sales Rank: #607865 in Books
- Published on: 2000-03-01
- Original language: English
- Number of items: 1
- Dimensions: 7.75" h x 1.00" w x 5.25" l, 1.10 pounds
- Binding: Hardcover
- 256 pages
Amazon.com Review
The beauty of marketing is that it happens when we're looking but not noticing. Before you know it, we're using Yahoo! as a search engine, even though serious researchers will tell you that Alta Vista and Dogpile are better. We're buying products that cost more and perform worse, simply because the marketing and branding of those products tells us there's a value there, even if objective analysis tells us otherwise. In The Invisible Touch, Harry Beckwith tells us the obvious--what was right in front of our faces. But because of the blinders we wear, because of the way we've been educated, socialized, or just plain bamboozled, we can't see it as clearly as he can. Thus, in each of his "four keys to modern marketing"--price, branding, packaging, relationships--he offers counterintuitive information that could make or break a business plan. For example, he explains in great detail why a higher price is better than a lower one; why every business, from Apple Computer to the U.S. Army, is a brand-name to be cherished and nurtured; why the orangest orange sells better than the least orange orange, even if both pieces of fruit taste exactly the same; and why the best service providers always remember your name and what you like to drink. This is a business book, but one that everyone who works for a living should read. Pick any page, and you'll find insights that could make you a better teacher, a better salesperson, a better employee in any trade. Beckwith drives home the idea that we're all in the business of marketing ourselves, and we're in that business every waking hour. --Lou Schuler
From Library Journal
Beckwith is the principal of Beckwith Partners, a positioning and branding advisory firm in Minneapolis, whose first book, Selling the Invisible (1977), dwelt on marketing for service businesses. He begins his new book with a segment on marketing research and its limitations, then follows with a section listing and discussing marketing fallacies. His offers four keys to effective marketingDprice, brand, packaging, and relationshipsDwhich he treats in depth. Beckwith has written a helpful book on the use of these four keys in marketing services to potential clients customers, with the aim of both getting them and keeping them. He is particularly good on the nature of marketing, showing what it can and cannot do. This book should be purchased by all libraries that serve businesses and business people and also belongs in the personal collections of professional marketers.DLittleton M. Maxwell, Business Information Ctr., Univ. of Richmond
Copyright 2000 Reed Business Information, Inc.
From Booklist
In his best-selling Selling the Invisible: A Field Guide to Modern Marketing (1997), Beckwith drove home the point that it is service, not the product, that keeps customers coming back. He now tweaks--and recycles--his supporting arguments to reemphasize that point. He debunks focus groups and questions the utility of "hard" evidence. In his earlier book, Beckwith exposed 18 of marketing's fallacies; here are 12 more. He identifies and elaborates his four "keys": Find the right (not necessarily the lowest) price; create a brand identity; use packaging to enhance the purchasing experience; and, put passion in your relationships with your customers. In distinguishing services from products, Beckwith shows that service is delivered (not made), experienced (not used), and highly personal. Unsurprisingly then, in The Invisible Touch, he successfully draws the reader in with the well-honed prose and homey yet insightful stories he uses to support his claims. David Rouse
Most helpful customer reviews
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
Exactly as described. Delivered timely
45 of 52 people found the following review helpful.
VERY DISAPPOINTING
By Byron
As someone who was delighted by the clarity and eloquence of Harry Beckwith's first book (sending copies to clients and colleagues), his follow-up is such a disappointment in every conceivable way. SELLING THE INVISIBLE, more than any other book in recent memory, served to remind marketers as much as their customers, about the fundamental value and importance of marketing to any business today. Instead of following his own advice (resist the temptation to wallow in "partial-celebrity" that came with his first book) it feels like Beckwith did just that--cranking out a second book in minimal time, which contributes no new thinking or substantive ideas to knowledge already out there, and is not well thought-out and written to boot. Result? Where his first book was inventive, self-deprecating, humorous and filled with commonsensical wisdom, THE INVISIBLE TOUCH is pretty much the opposite--mundane, long-winded and self-involved ramblings of an advertising man, who has decided to write a sequel to accomplish little more than give his growing list of clients a plug. Most intelligent readers are all but guaranteed to stop after first 50 pages of so-called fallacies, thoroughly disgusted at best. One can only assume that the author and/or publisher let expediency rule the day here, ignoring one of the cardinal sins of marketing. Sustaining potential brand and customer loyalty generated by the first book took a back seat to hopes of making a quick buck on the second. Buyer beware!
1 of 2 people found the following review helpful.
My Favorite Marketing Book
By Doug Saylor
You'll probably read it in a day. It's that good. In typical Beckwith style, concepts are broken down into *short* easy-to-read segments that do a great job of teaching and illustrating. His main concepts are: Price, Brand, Packaging, and Relationships (although it's the last half of the book before he attacks these titles). If you're considering starting a new business, buy this book. Many, many thought provoking ideas. I could never sell my book because it's too marked up!
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