Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry
ISBN: 9780446520942
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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 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.
  • Format: Hardcover
  • Author: Beckwith, Harry
  • ISBN: 9780446520942
  • Condition: Used
  • Dimensions: 7.83 x 0.95
  • Number Of Pages: 272
  • Publication Year: 1997