MARC details
| 000 -LEADER |
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| fixed length control field |
06077cam a2200385Ma 4500 |
| 001 - CONTROL NUMBER |
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| control field |
ocn811623717 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OCoLC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20140317122852.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
960401s1997 nyu 000 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
HD9980.B425 1997 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0446520942 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780446520942 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
BRENT |
| Language of cataloging |
eng |
| Transcribing agency |
BRENT |
| Modifying agency |
OCLCQ |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HD9980.5 |
| Item number |
.B425 1997 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| Edition number |
20 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Beckwith, Harry. |
| 245 10 - TITLE STATEMENT |
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| Title |
Selling the invisible / |
| Statement of responsibility, etc |
Harry Beckwith. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Warner Books, |
| Date of publication, distribution, etc |
1997. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xx, 252 p. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Getting started -- The greatest misconception about service marketing -- A world on hold -- The Lake Wobegon effect: overestimating yourself -- Those cartoons aren't funny -- Let your clients set your standards -- Bad news: you are competing with Walt Disney -- The butterfly effect -- A butterfly named Roger -- To err is an opportunity -- The ad-writing acid test -- The crash of Delta flight 1985-95 -- Getting better vs. getting different -- The first rule of marketing planning -- The possible service -- Surveying and research: Even your best friends won't tell you -- But they will talk behind your back -- Why survey? -- The letterman principle -- Frankly speaking: Survey by phone -- The one question you should never ask -- Focus groups don't -- Marketing is not a department -- Marketing myopia -- Tunnel vision -- Start with you and your employees -- What color is your company's parachute? -- What are you really selling? -- One thing most experts don't know -- Who is your client? -- With whom are you really competing? -- Hit 'em where they ain't -- The adapter's edge -- Study your points of contact -- Life is like high school -- Voted best personality -- Planning: The eighteen fallacies -- You can know what's ahead -- You can know what you want -- Strategy is king -- Build a better mousetrap -- There's be a perfect time (The Bedrock Fallacy) -- Patience is a virtue (The shark rule) -- Think smart (The crab concept) -- The fallacy of science and data -- The fallacy of focus groups -- The fallacy of memory -- The fallacy of experience -- The fallacy of confidence -- Perfection is perfection -- Failure is failure -- The fallacy of expertise -- The fallacy of authority -- The fallacy of common sense -- The fallacy of fate -- Anchors, Warts, and American express -- How prospects think -- Yeah, but I like it -- How prospects decide: choosing the familiar -- How prospects decide: using the most recent data -- How prospects decide: choosing "good enough" -- The anchoring principle -- Last impressions last -- Risky business -- You have nothing to fear but your client's fear itself -- Show your warts -- Business is in the details -- The more you say, the less people hear: positioning and focus -- Fanatical focus -- The fear of positioning -- Lesser logic -- Halo effects -- No two services are the same -- Position is a passive noun, not an active verb -- Creating your positioning statement -- How to narrow the gap between your position and your positioning statement -- What is it? -- Repositioning your competitors -- Postitioning a small service -- Focus: What Sears may have learned -- Focus and the Clinton campaign -- When the banker's eyes blurred: Citicorp's slip -- What else postitions and focus can do for you -- Ugly cats, boats shoes, and overpriced jewelry: Pricing -- Ugly cats, boat shoes, and overpriced jewelry: the sheer illogic of pricing -- Pricing: the resistance principle -- Avoiding the deadly middle -- The low-cost trap -- Pricing: a lesson from Picasso -- The carpenter corollary to the Picasso principle -- Value is not a position -- Monogram your shirts, not your company: naming and branding -- Monogram your shirts, not your company -- Don't make me laugh -- To stand out, stand out -- Tell me something I don't know -- Distinctive position, distinctive name -- What's in a name? -- Names: the information-per-inch test -- The cleverness of Federal Express -- The brand rush -- Aren't brands dying? -- The warranty of a brand -- The heart of a brand -- What brands do for sales -- Stand by your brand -- The four-hundred-grand brand -- Brands in a microwave world -- Brands and the power of the unusual -- Brands and the baby-sitter -- How to save $500,000: Communicating and selling -- Communicating: a preface -- Fran Lebowitz and your greatest competitor -- The cocktail party phenomenon -- The grocery list problem -- Give me one good reason -- Your favorite songs -- One story beats a dozen adjectives -- Attack the stereotype -- D. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Service industries |
| General subdivision |
Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing. |
| 9 (RLIN) |
449 |
| 856 4# - ELECTRONIC LOCATION AND ACCESS |
|---|
| Instruction |
Input this URL in a browser to get HTML More Info data. |
| Electronic format type |
HTML |
| Uniform Resource Identifier |
<a href="http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=MOREINFO">http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=MOREINFO</a> |
| Materials specified |
More Info |
| 856 4# - ELECTRONIC LOCATION AND ACCESS |
|---|
| Instruction |
Input this URL in a browser to get JPEG cover art data. |
| Electronic format type |
JPEG |
| Uniform Resource Identifier |
<a href="http://firstsearch.oclc.org/WebZ/DCARead?standardNoType=1&standardNo=0446520942:srcdbname=worldcat:fromExternal=true&sessionid=0">http://firstsearch.oclc.org/WebZ/DCARead?standardNoType=1&standardNo=0446520942:srcdbname=worldcat:fromExternal=true&sessionid=0</a> |
| Materials specified |
cover art |
| 856 4# - ELECTRONIC LOCATION AND ACCESS |
|---|
| Instruction |
Input this URL in a browser to get HTML table of contents data. |
| Electronic format type |
HTML |
| Uniform Resource Identifier |
<a href="http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=TOC">http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=TOC</a> |
| Materials specified |
table of contents |
| 856 4# - ELECTRONIC LOCATION AND ACCESS |
|---|
| Instruction |
Input this URL in a browser to get HTML Excerpt data. |
| Electronic format type |
HTML |
| Uniform Resource Identifier |
<a href="http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=EXCERPT">http://firstsearch.oclc.org/WebZ/DECRead?standardNoType=1&standardNo=0446520942&sessionid=0&srcdbname=worldcat&key=cde8cf8670da960ad4a945e32a4b625aca9a2836e41fde1a4570eb749519e705&ectype=EXCERPT</a> |
| Materials specified |
Excerpt |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| f |
bks |
| 947 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| n |
19960401 |
| p |
20130228 |
| m |
4 |
| g |
96-16774 |
| s |
N |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
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| Series part designator, SPT (RLIN) |
US |
| b (OCLC) |
IN |
| c (OCLC) |
IVV |
| d (OCLC) |
VINCENNES UNIV |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
|---|
| Series part designator, SPT (RLIN) |
US |
| b (OCLC) |
OH |
| c (OCLC) |
amf |
| d (OCLC) |
OCLC PROD SERV |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
|---|
| Series part designator, SPT (RLIN) |
US |
| b (OCLC) |
TN |
| c (OCLC) |
BRENT |
| d (OCLC) |
BRENTWOOD LIBR |
| 948 ## - LOCAL PROCESSING INFORMATION (OCLC); SERIES PART DESIGNATOR (RLIN) |
|---|
| Series part designator, SPT (RLIN) |
US |
| b (OCLC) |
TX |
| c (OCLC) |
TX7 |
| d (OCLC) |
HARLINGEN PUB LIBR |
| 949 ## - LOCAL PROCESSING INFORMATION (OCLC) |
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| i |
b |
| x |
b |
| h |
? |