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Description and Reviews  Reader's Index  About the Author  Table of Contents  Customer Reviews  Find Similar Items See Also:  Marketing SITE INDEX LeaderShop: Main Page Title Index A-K Title Index L-Z Becoming a Leader Biography Business Family Life Harvard Business School Press Personal Development Reference Browse by Author Order Form Privacy Shipping ---------------------- LeadershipNow: Main Page LeadingArticles LeadershipMinute LeadingThoughts ---------------------- Contact Us: Communicore Secure Online Ordering Guaranteed!		The Invisible Touch: The Four Keys to Modern Marketing Harry Beckwith Retail Price: $21.95 LS Price: $15.35 You Save: $6.60 (30%) Availability: Usually ships in 24 hours Format: Hardcover, 288pp. ISBN: 0446524174 Publisher: Warner Books Inc Pub. Date: March 2000 Average Customer Review:   Order This Book!   Secure Order Guarantee Item No: 2417-4 Description and Reviews From The Publisher: Service businesses sell something that cannot be seen or heard. They offer an experience--and to make that experience truly exceptional they must first understand people and how to satisfy them. In this indispensable volume, Harry Beckwith provides a treasury of quick, practical, and entertaining strategies. Applying the study of human nature to the real world of business, The Invisible Touch will open your eyes to this crucial branch of marketing with four key concepts: Price: Its seductive power--from Uma Thurman's Five-Dollar Milk Shake to the Mansion at Turtle Creek Brand: The triumph of Red Pepper, Opium, Yahoo!, and the inscrutable A-AI AC Delco Jani Express Cleaning Service 500 Packaging: Looking at the pretty mousetraps of Disneyland, the ugly Butterfly Effect, and a tale of oranges and heels Relationships: A consideration of Jim Marinelli's magic one word, Laura Nyro's folly, the madness of Tom Peters, and further ripples of the Lake Wobegon Effect. Based on the author's extensive business experience, this book delivers its wisdom with unforgettable and often surprising examples--from the regrowth of a bitten Apple to Camden Yards' grand-slam face-lift, to the three eternal lessons of a twenty-year-old coffee commercial. Thorough, informative, and easily implemented, The Invisible Touch shows you how to market a service and, most important, how to keep happy, loyal clients with you forever.   Reader's Index  Send us your favorite quotes or passages from this book.   About the Author Harry Beckwith is a frequent guest lecturer for many national corporations, including ABC, Inc., BellSouth Corporation, Norwest Corporation, and Marsh & McLennan Companies, Inc., among others. He lives in Minneapolis, Minnesota. Table of Contents Foreword Preface 1 Connecting Leadership Attributes to Results 1 2 Defining Desired Results 27 3 Employee Results: Investing in Human Capital 53 4 Organization Results: Creating Capabilities 81 5 Customer Results: Building Firm Equity 107 6 Investor Results: Building Shareholder Value 139 7 Becoming a Results-Based Leader 169 8 Leaders Building Leaders 191 Notes 217 Index 227 About the Author 233 Customer Reviews Write your own online review. Find Items On Similar Subjects It's Not How Good You Are, It's How Good You Want to Be Selling the Invisible: A Field Guide to Modern Marketing W.A.Y.M.I.S.H.:Why Are You Making It So Hard ... for me to give you my money? The Great Brain Robbery: A Collection of Proven Ideas to Make You Money and Change Your Life

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