The Invisible Touch: The Four Keys to Modern Marketing

disappointing read

Would not recommend. Some of the concepts were engaging, but nothing was new and they were presented randomly. I have read many other books on the subject that were more compelling.

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Busy people will appreciate Beckwith¿s writing style and his ability to present the complex in a straightforward manner. The Invisible Touch presents four key concepts of marketing (price, brand, packaging, and relationships) and drives home salient points using examples we see daily but never stop to analyze. CEOs, entrepreneurs, web page designers, and service oriented businesses learn to appreciate the subtleties of marketing. ** CEOs will revisit existing marketing plans with `new eyes¿ and passion. ** Entrepreneurs will gain insight to the nuances of marketing and an appreciation for the importance of a good marketing plan ¿ one written on paper, not just carried around in your head. ** Web page designers will find that The Invisible Touch is an excellent resource and reading reference for customers. ** Service oriented businesses will particularly appreciate Beckwith¿s ability to provide insights to marketing the intangibles of service. ** From a personal coach's perspective, home business and entrepreneurial clients have found this book helpful in determining whether to do the marketing themselves or hire a marketing specialist. Fast read for the busy person. You¿ll want to keep this book handy.

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