Harry Beckwith discusses effective business tactics in a practical, down-to-earth style. 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.
Harry Beckwith is founder of Beckwith Advertising & Marketing, working with some of America's best 100 service companies as well as smaller companies across the country. A graduate of Stamford and a former creative supervisor for one of America's most honoured ad agencies.