Harry Beckwith est un conférencier et auteur de renommée internationale dont les œuvres sont reconnues pour leur approche perspicace du marketing et de l'image de marque. Ses écrits explorent la pensée stratégique et le développement d'identités de marque fortes, s'établissant ainsi comme une autorité respectée dans le domaine. Les livres de Beckwith, traduits dans de nombreuses langues, offrent des conseils pratiques aux entreprises, des startups naissantes aux grandes sociétés mondiales établies. Ses conférences sont recherchées pour leur clarté et leur perspective inspirante.
A guide to satisfying current customers while attracting new ones outlines effective marketing strategies that include pinpointing a company's position, defining and managing a brand, and harnessing changes. 75,000 first printing.
As founder of Beckwith Advertising and Marketing, Harry Beckwith learned early on in his career that no matter what product is being sold, the most important component of the sale is you. And in YOU, INC. Beckwith teams up with Christine Clifford (motivational speaker and former top sales executive) and they expand on this fundamental premise of selling, providing wonderful tidbits, anecdotes, and advice through his well-known home-spun writing style. The authors offer doses of humor and practical knowledge to anyone who wants to learn how to "seal the deal" and thrive in business.
You can't touch, hear, or see your company's most important products, making selling and developing services challenging. This insightful book addresses that challenge, offering a wealth of practical strategies that are quick and easy to digest, with most being just a page long. It reveals why common methods like focus groups and discount pricing often fail and highlights the critical emotions that influence prospects. You'll learn about the importance of vividness, focus, and stereotypes, as well as concepts like the Halo, Cocktail Party, and Lake Wobegon Effects. The author draws on twenty-five years of experience with business professionals, sharing memorable examples from companies like Federal Express and Citicorp, as well as unique insights from everyday situations. With dozens of overlooked ideas for research, presentations, publicity, and client retention, this guide is a must-read for anyone involved in marketing services or products. It's already making waves in the business community and is praised as one of the best business books ever written. Reading it will undoubtedly change your perspective on marketing and service delivery.
A marketing expert gets to the heart of why people want certain things, explaining how people can, and have, transformed this desire into success.
Focusing on modern marketing strategies, Harry Beckwith draws from over 40 years of experience to provide essential guidance for businesses seeking to enhance their integrity and visibility. He emphasizes the importance of crafting both digital and nondigital messages that differentiate companies in a crowded marketplace. The book offers actionable insights aimed at achieving significant growth while optimizing resources, making it a valuable resource for businesses of any size navigating today's marketing landscape.
