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Selling the Invisible: A Field Guide to Modern Marketing

by

Selling the Invisible: A Field Guide to Modern Marketing Cover

 

Synopses & Reviews

Publisher Comments:

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 and
  • Seeing the Forest Around the Falling Trees.

About the Author

Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.

Product Details

ISBN:
9781600241017
Author:
Beckwith, Harry
Publisher:
Hachette Audio
Read:
Jones, Jeffrey
Author:
Jones, Jeffrey
Subject:
Marketing - General
Subject:
Sales & Selling - General
Subject:
Business;Marketing
Subject:
Sales & Selling
Abridged:
Y
Publication Date:
20080131
Binding:
COMPACT DISC
Language:
English
Dimensions:
5 x 5.75 x 0.5 in 0.24 lb
Media Run Time:
180

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Related Subjects

Business » Marketing
Business » Sales

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