Selling the Invisible: A Field Guide to Modern Marketing
Jun 1999 · Hachette UK
4.3star
7 reviewsreport
Ebook
272
Pages
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About this ebook
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.
Ratings and reviews
4.3
7 reviews
About the author
While at Stanford University, Harry Beckwith won the national collegiate journalism award, was named Oregon Law Review Editor-in-Chief, and graduated Phi Beta Kappa in 1972. He worked as a federal judicial clerk, a medical malpractice and personal injury trial attorney, legal counsel to the city of Portland, Oregon, and for an advertising agency. He currently works with twenty-three Fortune 500 companies and is a branding consultant. He has written numerous marketing books including Selling the Invisible, which was named one of the top ten business and management books of all time.
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