TY  - BOOK
AU  - Beckwith, Harry.
TI  - Selling the invisible: a field guide to modern marketing / 
SN  - 9780446672313 (pbk.)
U1  - 658.8 BEC 
PY  - 1997///
CY  - New York : 
PB  - Grand central publishing
KW  - Marketing
KW  - Service industries Marketing
N1  - 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
ER  -