Description
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.
Bestselling author Harry Beckwith reveals how businesses need to think, plan, communicate and best serve clients in this 'tool kit' for putting together an effective marketing plan.
About the Author
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.
Book Information
ISBN 9780446556026
Author Harry Beckwith
Format Paperback
Page Count 304
Imprint Grand Central Publishing
Publisher Little, Brown & Company
Weight(grams) 230g
Dimensions(mm) 190mm * 124mm * 17mm
