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Selling the Invisible : A Field Guide to Modern Marketing (Paperback)

Author: Beckwith, Harry

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Product 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.

Specifications

Publisher Grand Central Pub
Mfg Part# 9780446672313
SKU 202018336
Format Paperback
ISBN10 0446672319
Release Date 3/20/2012
Product Attributes
Book Format Paperback
Number of Pages 0247
Publisher Business Plus

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