Invisible Touch: The Four Keys to Modern Marketing

Service businesses sell something that cannot be seen or heard. They offer an experience -- & to make that experience truly exceptional they must first understand people & how to satisfy them. Here is a treasury of quick, practical, & entertaining strategies. Applying the study of human nature to the real world of business, it will open your eyes to this crucial branch of marketing with four key concepts: price, brand, packaging, & relationships. There are unforgettable & often surprising examples -- from the regrowth of a bitten Apple to Camden Yards' grand-slam facelift, to the three eternal lessons of a 20-year-old coffee commercial. Shows you how to market a service &, most important, how to keep happy, loyal clients with you forever.Ó