▷ Selling the Invisible: A Field Guide to Modern Marketing (Inglés) Pasta dura
Detalles del producto
- Editorial : Warner Books (1 marzo 1997)
- Idioma : Inglés
- Pasta dura : 252 páginas
- ISBN-10 : 0446520942
- ISBN-13 : 978-0446520942
- Dimensiones : 13.34 x 2.34 x 20 cm
A comprehensive guide to service marketing furnishes tips and advice on how one can apply one’s business knowledge to any area of sales and marketing, from a home-based consultancy to a multinational brokerage firm.
SYNOPSIS
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness and value are hard to measure from a customer point of view. Harry Beckwith explains that marketing and selling a service requires a completely different approach than marketing and selling a physical product. Though Selling the Invisible contains “how-to” sections, such as “Quick Fixes”, it is more of a “how-to-think-about book.” Using entertaining and revealing stories from major corporations and artists to provide examples and drive home key points, Beckwith delivers effective tips and reminders that help service companies begin to think differently and grow their business.
Por que los focus groups, el posicionamiento valor-precio, los descuentos y ser el mejor siempre fallan.Las emociones que influyen mas en los clientes potenciales y como manejarlas. El papel importantisimo que juegan lo vivido, la concentracion, las ‘anclas’ y los estereotipos.La influencia del efecto de halo, del de ‘coctel y del lago Wobegon.
Las aplicaciones en mercadotecnia de los agujeros negros, la regla de los rumores y la fama del monte Cervino.Docenas de ideas una y otra vez subestimadas para investigaciones, presentaciones, publicidad, anunciarse y retener a los clientes … y mucho masBasado en los 25 anos de experiencia del autor con cientos de negocios, este libro instruye a traves de ejemplos inolvidables y sorprendentes: desde Federal Express, Citicorp y una floreciente agencia de viajes a Grecia, hasta una ingeniosa ninera -Fran Lebowits y los colores de los limones y las naranjas.
Como primera guia de este tipo y como obra que esta causando sensacion entre la comunidad de negocios, VENDA LO INVISIBLE sera una ayuda valiosisima para quien se dedica a la mercadotecnia de servicios, productos o a progresar en su trabajo. Lealo, y sin lugar a dudas comprendera por que los resenadores lo calificaron como el mejor libro de negocios jamas escrito.HARRY BECKWITH fundo la compania Beckwith Advertising and Marketing y trabajo con cuatro de las 100 companias de servicios mas importantes, nueve de la lista de las 500 mejores segun la revista Fortune y con pequenas empresas y companias de riego compartido.
Egresado de la Universidad de Stanford, ex supervisor creativo de una de las mas galardonadas agencias de publicidad estadounidenses y ganador del premio Effie de la AmericanMarketing Association, Beckwith tambien es catedratico de las universidades de Minessota y St.
SUMMARY
The approach of learning how to think, as opposed to learning simply what to do, is the foundation of the book and is what makes it so refreshing and effective. Beckwith clearly outlines the foundation for this “how-to-think” approach with specific questions such as “What am I good at?” and specific exercises such as defining a service, understanding prospects, and understanding a customer’s buying behavior. While much of the material in the book will not be seen as particularly new or ground-breaking, it’s the way the material entices readers to look at these effective marketing elements with a different, creative view, that makes the material so valuable.
While readers will find the traditional marketing elements such as product, promotion, place, and price – the focus of Selling the Invisible is on how customer service and relationships impact sales. From how to use customer complaints to improve a service and better position that service, to more clearly defining a service and the targeted customers, the material Beckwith presents will surely create some “aha” moments, if not a genuine epiphany!
The early chapters of the book, such as “Surveying and Research: Even Your Best Friends Won’t Tell You” and “Marketing is Not a Department” focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Later chapters such as “Planning: The Eighteen Fallacies”, “Anchors, Warts, and American Express: How Prospects Think”, and “The More You Say, the Less People Hear: Positioning and Focus” continue the “how-to-think” approach by questioning traditional marketing staples and learning how to find effective alternatives. These chapters help readers better understand how the right thought processes and the right questions often reveal opportunities and issues that may have gone unnoticed with a more traditional marketing approach.
The final chapters in the book focus on the importance of rethinking pricing, branding, selling, and keeping customers happy. These final chapters bring everything together with concrete exercises, many of which challenge conventional marketing techniques, and provide readers with an opportunity to put their new “thinking” skills to work. Because of the fresh, thought-provoking approach to marketing and selling the “invisible,” the book will be a valuable resource for any service provider. With an open mind and the desire to put the lessons learned into action, they could transform how their service is marketed and create more value for their customers and more growth for their company.
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