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About this item
Highlights
- 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.
- About the Author: Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972.
- 272 Pages
- Business + Money Management, Marketing
Description
Book Synopsis
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.
About the Author
Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.Dimensions (Overall): 7.4 Inches (H) x 5.0 Inches (W) x .8 Inches (D)
Weight: .45 Pounds
Suggested Age: 22 Years and Up
Number of Pages: 272
Genre: Business + Money Management
Sub-Genre: Marketing
Publisher: Grand Central Publishing
Theme: General
Format: Paperback
Author: Harry Beckwith
Language: English
Street Date: March 20, 2012
TCIN: 94496046
UPC: 9780446672313
Item Number (DPCI): 247-10-6570
Origin: Made in the USA or Imported
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Shipping details
Estimated ship dimensions: 0.8 inches length x 5 inches width x 7.4 inches height
Estimated ship weight: 0.45 pounds
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