Selling the Invisible: A Field Guide to Modern Marketing (Paperback) (ISBN-13: 9780446672313)

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.

Author: Harry Beckwith
ISBN-10: 0446672319
ISBN-13: 9780446672313
Publisher: Grand Central Publishing
Language: English
Published: 03/20/2012
Pages: 272
Format: Paperback
Weight: 0.45lbs
Size: 7.40h x 5.00w x 0.80d

Review Citation(s):
Library Journal 12/01/2015 pg. 54