| | |  | Drew McLellan | Home » » The Invisible Touch: The Four Keys to Modern Marketing | | | | | | | Description: | | The Invisible Touch is Harry Beckwiths concise sequel to his wildly popular Selling the Invisible, a field guide to how markets work and how prospective clients think. Now, moving beyond those basic principles, he delivers essential business wisdom aimed at keeping clients by utilizing the four keys to modern marketing: Price, Brand, Packaging, and Relationships. These major keys, coupled with Beckwiths surprising insights and unforgettable examples, should help readers enhance their profits by marketing their services in a more humanistic way. Selling the Invisible, the authors first marketing book, has been to press 20 times. It spent one month on the New York Times business book bestseller list, six weeks on the BusinessWeek bestseller list, and was an Alternate Selection of Book-of-the-Month Club. | | | Product Details: | | | Author:
| Harry Beckwith | | Hardcover:
| 256 pages | | Publisher:
| Warner Books | | Publication Date:
| March 01, 2000 | | Language:
| English | | ISBN:
| 0446524174 | | Package Length:
| 7.5 inches | | Package Width:
| 5.1 inches | | Package Height:
| 1.1 inches | | Package Weight:
| 0.7 pounds | | Average Customer Rating:
|  based on 26 reviews |
| | | | Customer Reviews: | |
Average Customer Review:
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 I Loved This...Feb 17, 2010
I loved this book... not so much because it defined succesfully for me the four keys to modern marketing... but because it was so readable, so filled with wisdom, stories and created a feeling of, "yeah, that's how I feel." It is a book you connect with, not just read. It is a book that touches you, not just teaches you - although it does all that too.
It is a book everyone in business should read.
Good stuff!Feb 12, 2010
Like most Harry Beckwith books (there are four), this is a good read. Mostly, it's things you know...but, don't act on in the day-to-day course of doing business.
great conditionSep 17, 2009
the book was in great condition and it arrived on time. would definitely recommend this seller!
1 of 1 found the following review helpful:
Makes sense to a beginnerFeb 18, 2009
Harry Beckwith's name came to my attention through a review of one of his other books, so when I saw this one, I added it to my bag. I read it straight through in one sitting and it garnered the highest "Stickies per page" count of anything I've read recently about how to be in business. Now I need to sit down and harvest those ideas into tangible action.
I'm new to marketing my own services; my training is in science and design, not business and marketing. The book makes sense to me, and it would appear that there are a LOT of ideas I can use at this stage of my business' life, esp. as I start to write the business plans and marketing copy that will distinguish my work from other companies in this arena.
It may be that there are better books for experts. If you've never studied marketing before, nothing here is a rehash. Frankly, I haven't been able to find anything "actionable" in other, more popular (?) books about modern marketing. Beckwith speaks in a language I can understand.
I am definitely interested in reading the rest of his books.
(For me, five-star is a "change your life" book. This is not that. Four is "perfectly good and useful at what it does.)
Brand Advice in a Highly Readable, Practical Package!Aug 26, 2008
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 other books.
Overall, though, this book is a worthwhile investment of time for those seeking to build their personal and professional brands.
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