Download Selling the Invisible: A Field Guide to Modern Marketing PDF

TitleSelling the Invisible: A Field Guide to Modern Marketing
File Size792.6 KB
Total Pages149
Table of Contents
                            Preface
Introduction
GETTING STARTED
SURVEYING AND RESEARCH: EVEN YOUR BEST FRIENDS WON’T TELL YOU
MARKETING IS NOT A DEPARTMENT
PLANNING: THE EIGHTEEN FALLACIES
ANCHORS, WARTS, AND AMERICAN EXPRESS: HOW PROSPECTS THINK
THE MORE YOU SAY, THE LESS PEOPLE HEAR: POSITIONING AND FOCUS
UGLY CATS, BOAT SHOES, AND OVERPRICED JEWELRY: PRICING
MONOGRAM YOUR SHIRTS, NOT YOUR COMPANY: NAMING AND BRANDING
HOW TO SAVE $500,000: COMMUNICATINGAND SELLING
HOLDING ON TO WHAT YOU’VE GOT: NURTURING AND KEEPING CLIENTS
QUICK FIXES
SUMMING UP
Acknowledgments
                        

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