The Invisible Touch: The Four Keys to Modern Marketing

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The Invisible Touch: The Four Keys to Modern Marketing
by Harry Beckwith

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• Bargain Price

Customer Reviews:

• Avg. Customer Rating: 4.0 / 5.0

• Brand Advice in a Highly Readable, Practical Package!
  As with all his books, Harry Beckwith's works offer ready assets. Beckwith is practical and hands on. He is no theoretician. His chapters are short and sweet. In five minutes, you could knock off three chapters. This is not a criticism.
  "The Invisible Touch" gives good advice on building your brand and achieving customer satisfaction. Regardless of what type of business you are in, I would recommend "The Invisible Touch." At times it is repetitive and regurgitates a few themes and stories from his... more info

• The Invisible Touch "Can't Touch This" Selling The Invisible
  
  It's going to take a lot of SELLING to cause The Invisible Touch to touch Selling The Invisible. It appears that Harry Beckwith follow-up book is good but not as GREAT as Selling The Invisible. Perception Is Reality and I do believe there are some very interesting concepts to salvage from this book. It still has the down to earth approach where he offers putting listening over researching. This book just seems so fundamental in the basics and therefore would be a great book for someone who needs a... more info

• First, see what may have been "invisible" previously....
  Having read this book when it was first published several years ago (2000), I recently re-read it, this time finding it even more thought-provoking than before. Harry Beckwith is an exceptionally clear, innovative business thinker. He fully understands the nature and extent of what is widely referred to as "the invisibility of the obvious." His thoughts about four "key" marketing concepts (i.e. price, brand, packaging, and relationships) are not head-snapping revelations. Rather, they are valuable reminders... more info

• Focus on Customer Satisification and not Price Discounting
  Market Research has limits. The end result of any market research project can be engineered to give a predictable outcome. For example, in a sampling of 18 people - questions were ask about a specific product likes and dislikes and a conclusion drawn about the product. Next, the pool size was increased to 500 people with the similar characteristics found in the first 18 person sample and surprising the same marketing research results were achieved. So, marketing decisions driven by market research can be... more info

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