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.
- ISBN10 0446527556
- ISBN13 9780446527552
- Publish Date 2 January 2003 (first published 1 January 2003)
- Publish Status Out of Stock
- Out of Print 21 December 2012
- Publish Country US
- Imprint Business Plus
- Format Hardcover
- Pages 320
- Language English