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What Clients Love

Harry Beckwith
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      In WHAT CLIENTS LOVE, Harry Beckwith discusses effective business tactics with the practical, down-to-earth style that has made him a best-selling author and trusted marketing expert. He explains the sheer simplicity of a marketing plan - how to find your company's position, how to define a brand and how to manage that brand so it has its full and overwhelming impact. With sections such as 'Thinking and Planning', 'Communicating' and 'Serving The Client', Beckwith shows how effective marketeers need to be brief, succinct and 'cut to the close'.WHAT CLIENTS LOVE also reveals the very nature of a service and why the phrase 'pushing the product' itself begins to suggest why this more aggressive approach fails, since you cannot 'push' a relationship, as people know from their failed attempts to do so in non-business situations.
      Format: CONTRIBUTORS: Harry Beckwith EAN: 9780446556026 COUNTRY: United States PAGES: WEIGHT: 230 g HEIGHT: 190 cm
      PUBLISHED BY: Little, Brown & Company DATE PUBLISHED: 2010-12-02 CITY: GENRE: BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Customer Relations WIDTH: 124 cm SPINE:

      Book Themes:

      Business ethics and social responsibility

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      Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stamford and a former creative supervisor for one of America's most honoured ad agencies.
      In WHAT CLIENTS LOVE, Harry Beckwith discusses effective business tactics with the practical, down-to-earth style that has made him a best-selling author and trusted marketing expert. He explains the sheer simplicity of a marketing plan - how to find your company's position, how to define a brand and how to manage that brand so it has its full and overwhelming impact. With sections such as 'Thinking and Planning', 'Communicating' and 'Serving The Client', Beckwith shows how effective marketeers need to be brief, succinct and 'cut to the close'.WHAT CLIENTS LOVE also reveals the very nature of a service and why the phrase 'pushing the product' itself begins to suggest why this more aggressive approach fails, since you cannot 'push' a relationship, as people know from their failed attempts to do so in non-business situations.
      Format: CONTRIBUTORS: Harry Beckwith EAN: 9780446556026 COUNTRY: United States PAGES: WEIGHT: 230 g HEIGHT: 190 cm
      PUBLISHED BY: Little, Brown & Company DATE PUBLISHED: 2010-12-02 CITY: GENRE: BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Customer Relations WIDTH: 124 cm SPINE:

      Book Themes:

      Business ethics and social responsibility

      Customer Reviews

      Be the first to write a review
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      Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stamford and a former creative supervisor for one of America's most honoured ad agencies.

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