Selling the Invisible: A Field Guide to Modern Marketing
- ISBN-10
- 0446930032
- ISBN-13
- 9780446930031
- Category
- Business & Economics
- Pages
- 272
- Language
- English
- Published
- 1999-06-14
- Publisher
- Grand Central Publishing
- Author
- Harry Beckwith
Description
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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Other editions
-
- 1997-03-01
- 272 pages
- Paperback
- Business Plus
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