A Field Guide to Modern Marketing

Overview: 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 …

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Book 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.

Book Details

  • Title: Selling the Invisible
  • Subtitle: A Field Guide to Modern Marketing
  • Authors: Harry Beckwith
  • Publisher : Hachette UK
  • Published Date: 1999-06-14
  • Category: Communication, Business & Economics
  • Ratings Count: 4
  • Average rating: 4

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