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Selling The Invisible: A Field Guide to Modern Marketing (Paperback)Harry Beckwith (author)
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
Publisher: Little, Brown & Company
Number of pages: 256
Weight: 200 g
Dimensions: 190 x 130 x 19 mm
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