by Harry Beckwith · tapa blanda · ISBN 9781587990670
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«The Invisible Touch» is the marketing essay by Harry Beckwith, published by Texere Publishing in paperback (256 pages, in English).
Harry Beckwith applies the study of human nature to services marketing and explains how companies selling intangible experiences can attract and retain customers. The work is structured around four keys: price, brand, packaging, and relationships, with examples and anecdotes from the real business world.
The subtitle is The Four Keys to Modern Marketing. The work originally appeared in 2000; this edition was published in February 2001.
For marketing professionals, entrepreneurs, and managers of service companies seeking to improve the customer experience.
Tapa blanda
