Selling the invisible : a field guide to modern marketing / Harry Beckwith.
By: Beckwith, Harry
Material type:
TextLanguage: English Publisher: New York : Grand central publishing, c1997Description: xx, 247 p. ; 20 cmISBN: 9780446672313 (pbk.)Subject(s): Marketing. Service industries MarketingDDC classification: 658.8 BEC | Item type | Current location | Call number | Status | Notes | Date due | Barcode |
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WeSchool, Bangalore | 658.8 BEC (Browse shelf) | Available | Marketing | B015313 | |
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WeSchool, Bangalore | 658.8 BEC (Browse shelf) | Available | Marketing | B015314 | |
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WeSchool, Bangalore | 658.8 BEC (Browse shelf) | Available | Marketing | B015315 |
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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.
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