Book World Central

Named one of the ten best business and management books of all time, Selling the Invisible: A Field Guide to Modern Marketing explores how markets work and how prospects for services–as distinguished from products–think. A treasury of strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including:

• Myths of Marketing: Why focus groups, value-price positioning, discount pricing, and being the best usually fail.

• The Emotion that Matters: The critical emotion that most influences your prospects–and how to deal with it.

• Four Key Forces: The vital role of vividness, focus, “anchors,” and stereotypes.

• The Effect of Effects: The importance of Halo, Cocktail Party, and Lake Wobegon Effects.

• Lessons from Unexpected Places: Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn.

Based on Harry’s twenty-five years of experience, this book delivers its wisdom with memorable and often surprising examples–from Federal Express, Citicorp and a growing Greek travel agency to Kate the babysitter, Fran Lebowitz, and the colors of oranges and lemons.
The first guide of its kind, Selling the Invisible will help anyone marketing a service–as it has over 650,000 people worldwide, in 23 translations.

The reason why I m writing a post on this is because Harry is going to be in India to speak to Indian business houses and there executives. This once in a lifetime opportunity to learn from the unconventional marketing is being made possible because of Nandita Tiwari who heads Knowledge Capital and this is one of th several ways by which she plans to enrich the Indian knowledge scenario.

In this program following important things are worth noticing:

Hundreds of Key Marketing insights for your fast growth firm from famous Marketing Guru

Effective Marketing planning: How to devise better and more effective marketing plans in less time.

Positioning: How to target and take a key market niche and what are the key market niches?

Marketing Communications: Particularly in today’s over communicated world, how do you out communicate your competition, and get your message through?

How prospects think and decide–and how this effects how you should market to them.

The ultimate key: How to turn your clients and customers into lasting clients and customers, and your best advertisements

Key takeaways from the program

1. Come away much clearer about where to focus their time, attention and dollars to market their products an services;
2. Have a tool for assessing themselves and their competitors and positioning themselves more powerfully as a result;
3. Will have a clearer perspective about marketing and the importance of its key elements, particularly price, brand, and packaging/design;
4. Develop a much clearer understanding about the importance of brand, building a brand, and all the ways ones’ brand effects a company’s success;
5. Hear vivid lessons that stick with them and influence their decisions–and benefit their businesses–for the rest of their careers;
6. Have fun and laugh–because humor is the perfect lubricant for the thinking process

Mumbai Sep 6, 2007
JW Marriott

Bangalore Sep 7, 2007
Le Meridien

To register click here: http://www.kcapital-us.com/harry/registration.html

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