Selling The Invisible: A Field Guide to Modern Marketing

byHarry Beckwith

October 29, 2005|
Selling The Invisible: A Field Guide to Modern Marketing by Harry Beckwith
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SELLING THE INVISIBLEis 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 INVISIBLEcovers 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.
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 m...
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Title:Selling The Invisible: A Field Guide to Modern Marketing
Format:Paperback
Product dimensions:272 pages, 7.5 X 5.25 X 0.75 in
Shipping dimensions:272 pages, 7.5 X 5.25 X 0.75 in
Published:October 29, 2005
Publisher:Grand Central Publishing
Language:English
Appropriate for ages:All ages
ISBN - 13:9780446672313

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