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Selling the Invisible: A Field Guide to Modern Marketing Paperback - 2012
by Harry Beckwith
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Summary
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear &Seeing the Forest Around the Falling Trees.
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From the publisher
First line
In a free-association test, most people-including most people in business-will equate the word "marketing" with selling and advertising: pushing the goods.
Details
- Title Selling the Invisible: A Field Guide to Modern Marketing
- Author Harry Beckwith
- Binding Paperback
- Edition Reprint
- Pages 272
- Volumes 1
- Language ENG
- Publisher Grand Central Publishing, New Delhi
- Publication date 2012-03-20
- Features Price on Product - Canadian, Table of Contents
- ISBN 9780446672313 / 0446672319
- Weight 0.45 lbs (0.20 kg)
- Dimensions 7.4 x 5 x 0.8 in (18.80 x 12.70 x 2.03 cm)
- Category Business / Economics / Finance
- Library of Congress subjects Marketing, Service industries - Marketing
- Dewey Decimal Code 658.8
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Citations
- Library Journal, 12/01/2015, Page 54
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Selling the Invisible: A Field Guide to Modern Marketing
by Beckwith, Harry
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