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Book Reviews
Selling
the Invisible: A Field Guide to Modern Marketing
This
book does not offer a particularly structured approach,
and it's certainly not an academic marketing planning text
book. It offers a rich and entertaining wealth of insights
into selling, written for an age when most of us are no
longer selling tangible products.
Here's a summary of the chapter headings:
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• Getting Started
• Surveying And Research
• 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: Communicating And Selling
• Holding On To What You've Got: Nurturing
And Keeping Clients
• Quick Fixes
• Summing Up
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Click on item to
purchase at Amazon
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Each of these topic areas is made up of half-page or
one-page 'snippets'. Under headings such as 'Start with
You and Your Employees', he first reminds us of an old
Jewish proverb ('Don't open a shop unless you know how
to smile') and concludes with: Every act is a marketing
act. Make every employee a marketing employee. All
done in half a page, before moving on again.
It's an entertaining read, full of insight, and comes
highly recommended. And not just by us:
A
must-read book for anyone in a service business - which
is everyone in business.
Roger
Dow, Vice President and General Sales Manager
Marriott International
Buy it at Amazon.
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