Selling the invisible / (Record no. 749)

MARC details
000 -LEADER
fixed length control field 06077cam a2200385Ma 4500
001 - CONTROL NUMBER
control field ocn811623717
003 - CONTROL NUMBER IDENTIFIER
control field OCoLC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20140317122852.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 960401s1997 nyu 000 0 eng d
010 ## - LIBRARY OF CONGRESS CONTROL NUMBER
LC control number HD9980.B425 1997
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 0446520942
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780446520942
040 ## - CATALOGING SOURCE
Original cataloging agency BRENT
Language of cataloging eng
Transcribing agency BRENT
Modifying agency OCLCQ
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HD9980.5
Item number .B425 1997
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Edition number 20
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Beckwith, Harry.
245 10 - TITLE STATEMENT
Title Selling the invisible /
Statement of responsibility, etc Harry Beckwith.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc Warner Books,
Date of publication, distribution, etc 1997.
300 ## - PHYSICAL DESCRIPTION
Extent xx, 252 p.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Getting started -- The greatest misconception about service marketing -- A world on hold -- The Lake Wobegon effect: overestimating yourself -- Those cartoons aren't funny -- Let your clients set your standards -- Bad news: you are competing with Walt Disney -- The butterfly effect -- A butterfly named Roger -- To err is an opportunity -- The ad-writing acid test -- The crash of Delta flight 1985-95 -- Getting better vs. getting different -- The first rule of marketing planning -- The possible service -- Surveying and research: Even your best friends won't tell you -- But they will talk behind your back -- Why survey? -- The letterman principle -- Frankly speaking: Survey by phone -- The one question you should never ask -- Focus groups don't -- Marketing is not a department -- Marketing myopia -- Tunnel vision -- Start with you and your employees -- What color is your company's parachute? -- What are you really selling? -- One thing most experts don't know -- Who is your client? -- With whom are you really competing? -- Hit 'em where they ain't -- The adapter's edge -- Study your points of contact -- Life is like high school -- Voted best personality -- Planning: The eighteen fallacies -- You can know what's ahead -- You can know what you want -- Strategy is king -- Build a better mousetrap -- There's be a perfect time (The Bedrock Fallacy) -- Patience is a virtue (The shark rule) -- Think smart (The crab concept) -- The fallacy of science and data -- The fallacy of focus groups -- The fallacy of memory -- The fallacy of experience -- The fallacy of confidence -- Perfection is perfection -- Failure is failure -- The fallacy of expertise -- The fallacy of authority -- The fallacy of common sense -- The fallacy of fate -- Anchors, Warts, and American express -- How prospects think -- Yeah, but I like it -- How prospects decide: choosing the familiar -- How prospects decide: using the most recent data -- How prospects decide: choosing "good enough" -- The anchoring principle -- Last impressions last -- Risky business -- You have nothing to fear but your client's fear itself -- Show your warts -- Business is in the details -- The more you say, the less people hear: positioning and focus -- Fanatical focus -- The fear of positioning -- Lesser logic -- Halo effects -- No two services are the same -- Position is a passive noun, not an active verb -- Creating your positioning statement -- How to narrow the gap between your position and your positioning statement -- What is it? -- Repositioning your competitors -- Postitioning a small service -- Focus: What Sears may have learned -- Focus and the Clinton campaign -- When the banker's eyes blurred: Citicorp's slip -- What else postitions and focus can do for you -- Ugly cats, boats shoes, and overpriced jewelry: Pricing -- Ugly cats, boat shoes, and overpriced jewelry: the sheer illogic of pricing -- Pricing: the resistance principle -- Avoiding the deadly middle -- The low-cost trap -- Pricing: a lesson from Picasso -- The carpenter corollary to the Picasso principle -- Value is not a position -- Monogram your shirts, not your company: naming and branding -- Monogram your shirts, not your company -- Don't make me laugh -- To stand out, stand out -- Tell me something I don't know -- Distinctive position, distinctive name -- What's in a name? -- Names: the information-per-inch test -- The cleverness of Federal Express -- The brand rush -- Aren't brands dying? -- The warranty of a brand -- The heart of a brand -- What brands do for sales -- Stand by your brand -- The four-hundred-grand brand -- Brands in a microwave world -- Brands and the power of the unusual -- Brands and the baby-sitter -- How to save $500,000: Communicating and selling -- Communicating: a preface -- Fran Lebowitz and your greatest competitor -- The cocktail party phenomenon -- The grocery list problem -- Give me one good reason -- Your favorite songs -- One story beats a dozen adjectives -- Attack the stereotype -- D.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Service industries
General subdivision Marketing.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing.
9 (RLIN) 449
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942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Library of Congress Classification
Koha item type Books
945 ## - LOCAL PROCESSING INFORMATION (OCLC)
f bks
947 ## - LOCAL PROCESSING INFORMATION (OCLC)
n 19960401
p 20130228
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g 96-16774
s N
948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN)
Series part designator, SPT (RLIN) US
b (OCLC) IN
c (OCLC) IVV
d (OCLC) VINCENNES UNIV
948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN)
Series part designator, SPT (RLIN) US
b (OCLC) OH
c (OCLC) amf
d (OCLC) OCLC PROD SERV
948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN)
Series part designator, SPT (RLIN) US
b (OCLC) TN
c (OCLC) BRENT
d (OCLC) BRENTWOOD LIBR
948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN)
Series part designator, SPT (RLIN) US
b (OCLC) TX
c (OCLC) TX7
d (OCLC) HARLINGEN PUB LIBR
949 ## - LOCAL PROCESSING INFORMATION (OCLC)
i b
x b
h ?
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Full call number Barcode Date last seen Date checked out Price effective from Koha item type
    Library of Congress Classification     Illinois Leadership Center Illinois Leadership Center 2014-03-17 1 HD9980.5 .B425 1997 4000000040 2024-05-14 2018-02-09 2014-03-17 Books