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Selling the Invisible : A Field Guide to Modern Marketing (Reprint) (Paperback) (Harry Beckwith)
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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.
Smart, entertaining, and down-to-earth, this critically acclaimed book on service marketing provides practical strategies aimed at the millions of professionals in the service industry.
Number of Pages: 247.0
Genre: Business + Money Management
Sub-Genre: Marketing / General
Publisher: Grand Central Pub
Author: Harry Beckwith
Street Date: March 20, 2012
Item Number (DPCI): 248-15-0409