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Selling the Invisible: A Field Guide to Modern Marketing de Harry Beckwith

Selling the Invisible: A Field Guide to Modern Marketing

Autor Harry Beckwith
en Limba Engleză Paperback – 19 mar 2012
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.
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Specificații

ISBN-13: 9780446672313
ISBN-10: 0446672319
Pagini: 272
Dimensiuni: 130 x 190 x 19 mm
Greutate: 0.2 kg
Editura: Grand Central Publishing
Colecția Grand Central Publishing

Notă biografică

Descriere

Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can't touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author's extensive experience. 'Selling the Invisible' will open your eyes to new ideas that will enhance the value and profitability of any company in today's service market.