Selling the Invisible: A Field Guide to Modern Marketing
Autor Harry Beckwith Jeffrey Jonesen Limba Engleză CD-Audio – 2008
- Greatness May Get You Nowhere
- Focus Groups Don'ts
- The More You Say, the Less People Hear &
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Specificații
ISBN-13: 9781600241017
ISBN-10: 1600241018
Dimensiuni: 127 x 146 x 6 mm
Greutate: 0.11 kg
Ediția:Prescurtată
Editura: HACHETTE AUDIO
Colecția Grand Central Publishing
ISBN-10: 1600241018
Dimensiuni: 127 x 146 x 6 mm
Greutate: 0.11 kg
Ediția:Prescurtată
Editura: HACHETTE AUDIO
Colecția Grand Central Publishing
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Notă biografică
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.
Descriere
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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.
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.