Selling the Invisible: A Field Guide to Modern Marketing by Beckwith, Harry (9780446672313)

Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry

Paperback - English

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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ADDITIONAL INFO

ISBN

0446672319

EAN

9780446672313

Publisher

BUSINESS PLUS

Publication Date

20 Mar 2012

Pages

272

Weight (kg)

0.20

Dimensions (cm)

18.8 x 12.7 x 2.0

About Author

HARRY BECKWITH is a bestselling author and the founder of Beckwith Advertising and Marketing. He is a frequent guest lecturer for national corporations, including ABC, BellSouth Corporation, Norwest Corporation, and Marsh & McLennan Companies. He and his wife and coauthor CHRISTINE CLIFFORD BECKWITH live in Minneapolis, Minnesota.