Beckwith, Harry.
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - New York : Grand central publishing, c1997. - xx, 247 p. ; 20 cm.
Includes bibliographical references.
Summary: 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. Contents: Preface Introduction Getting Started Surveying and Research Marketing is Not a Department Planning: The Eighteen Fallacies Anchors, Warts, and American Express The More You Say, the Less People Hear Ugly Cats, Boat Shoes and Overpriced Jewelry How to Save $5000,000 Holding on to What You've Got, Quick Fixes, Summing Up, Acknowledgments.
9780446672313 (pbk.)
Marketing.
Service industries Marketing.
658.8 BEC
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - New York : Grand central publishing, c1997. - xx, 247 p. ; 20 cm.
Includes bibliographical references.
Summary: 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. Contents: Preface Introduction Getting Started Surveying and Research Marketing is Not a Department Planning: The Eighteen Fallacies Anchors, Warts, and American Express The More You Say, the Less People Hear Ugly Cats, Boat Shoes and Overpriced Jewelry How to Save $5000,000 Holding on to What You've Got, Quick Fixes, Summing Up, Acknowledgments.
9780446672313 (pbk.)
Marketing.
Service industries Marketing.
658.8 BEC
