Harry Beckwith est un conférencier et auteur de renommée internationale dont les œuvres sont reconnues pour leur approche perspicace du marketing et de l'image de marque. Ses écrits explorent la pensée stratégique et le développement d'identités de marque fortes, s'établissant ainsi comme une autorité respectée dans le domaine. Les livres de Beckwith, traduits dans de nombreuses langues, offrent des conseils pratiques aux entreprises, des startups naissantes aux grandes sociétés mondiales établies. Ses conférences sont recherchées pour leur clarté et leur perspective inspirante.
A guide to satisfying current customers while attracting new ones outlines effective marketing strategies that include pinpointing a company's position, defining and managing a brand, and harnessing changes. 75,000 first printing.
As founder of Beckwith Advertising and Marketing, Harry Beckwith learned early on in his career that no matter what product is being sold, the most important component of the sale is you. And in YOU, INC. Beckwith teams up with Christine Clifford (motivational speaker and former top sales executive) and they expand on this fundamental premise of selling, providing wonderful tidbits, anecdotes, and advice through his well-known home-spun writing style. The authors offer doses of humor and practical knowledge to anyone who wants to learn how to "seal the deal" and thrive in business.
(NOT FOR SALE IN US AND CANADA) The essential guide to marketing services, that has become a business classic. Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can?t touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author?s extensive experience, Selling the Invisible will open your eyes to new ideas that will enhance the value and profitability of any company in today?s service market. The book begins with the core problem of services service quality. It then suggests how to learn what you must improve, with examples of what works. It then moves on to services marketing defining what business you really are in and what people really are buying; positioning your service; understanding customers and buying behaviour; and communicating your service.
A marketing expert gets to the heart of why people want certain things, explaining how people can, and have, transformed this desire into success.