What Clients Love
By (author) Harry Beckwith
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What Clients Love by Harry Beckwith
Book DescriptionIn WHAT CLIENTS LOVE, Harry Beckwith discusses effective business tactics with the practical, down-to-earth style that has made him a best-selling author and trusted marketing expert. He explains the sheer simplicity of a marketing plan - how to find your company's position, how to define a brand and how to manage that brand so it has its full and overwhelming impact. With sections such as 'Thinking and Planning', 'Communicating' and 'Serving The Client', Beckwith shows how effective marketeers need to be brief, succinct and 'cut to the close'. WHAT CLIENTS LOVE also reveals the very nature of a service and why the phrase 'pushing the product' itself begins to suggest why this more aggressive approach fails, since you cannot 'push' a relationship, as people know from their failed attempts to do so in non-business situations.
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Book DetailsISBN: 9780446527552
(28mm x 134mm x 196mm)
Imprint: Business Plus
Publisher: Little, Brown & Company
Publish Date: 2-Jan-2003
Country of Publication: United States
Books By Author Harry Beckwith
Selling the Invisible, Paperback (May 2012)
SELLING THE INVISIBLE is the first book to address the millions of people who work in America's service economy: proprietors, top executives, and sales and marketing professionals who sell the invisible i.e. services rather than products.
You, Inc, Paperback (December 2011)
Harry Beckwith, bestselling author of the classic Selling the Invisible, reveals how the key to selling is to sell yourself first.
Unthinking, Paperback (March 2011)» View all books by Harry Beckwith
From bestselling author and marketing guru Harry Beckwith, a guide to deciphering what it takes to motivate customers to choose you over the rest.
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Author Biography - Harry Beckwith
Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stamford and a former creative supervisor for one of America's most honoured ad agencies.
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