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Selling the Invisible: A Field Guide to Modern Marketing The market has changed, and so has the consumer. Many products are intangible, and many consumers are basing spending decisions on intangible, relationship-based factors. This groundbreaking book explains how marketers can adapt. What does it take to push your business ahead in today's rapidly changing marketplace? Various factors are nudging markets into a new and challenging phase. Not least among these is a baby boomer market still growing in influence. Baby boomers are a powerful collective economic force, not only because of their sheer numbers, but also because they tend to be open to new things, willing to spend and determined to live for the moment. To sales and marketing professionals, baby boomers are a supreme target market. But they are savvy shoppers with distinct predilections. Studies have shown that the baby boomers, in particular, seek out an empathetic connection with brands or sellers as they evaluate potential purchases. It is just this interest in empathy and relationship that Harry Beckwith explores in Selling the Invisible: A Field Guide to Modern Marketing. Beckwith considers the way a manufacturing-based economy has shifted to one based on services, or "intangibles" – for example, health care, entertainment, traveling, consultation, and the like. Yet marketers, he suggests, persist in methods best suited to selling tangible products like cars and appliances. Here he calls for a total re-thinking of the ways we go about introducing our offerings to the public. Even companies who class their products as "tangibles," he writes, should re-think their tactics in light of relationship-oriented consumers, like baby boomers, now dominating target markets. Saturn cars, for example, owe their success not to their product, but their presentation, and the connections their dealers form with customers. Rich in pragmatic and feasible tips on suiting marketing methods to "invisible" products, Beckwith's book is studded with nuggets of wisdom, such as: · Why focus groups, pricing adjustments, and a great product are not enough; · The importance of achieving vividness, focus, and "anchors" in marketing; · The significance of Halo, Cocktail Party, and Lake Wobegon effects; · Ideas for research, publicity, advertising, and getting customer loyalty With a quarter century's experience in business and marketing, Beckwith was in fine position to come up with a thesis that caused as much of a sensation in business as Selling the Invisible. Anyone involved in marketing of any kind will want to discover why two advance readers called it the best book on business ever written. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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