The Invisible Touch
The Four Keys to Modern Marketing
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کتاب های مرتبط
- اطلاعات
- نقد و بررسی
- دیدگاه کاربران
نقد و بررسی
August 9, 2000
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 marketing--price, brand, packaging, and relationships--which 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.--Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond
Copyright 2000 Library Journal, LLC Used with permission.
March 15, 2000
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. ((Reviewed March 15, 2000))(Reprinted with permission of Booklist, copyright 2000, American Library Association.)
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