000			01179nam a2200193 4500
008			240229b ||||| |||| 00| 0 eng d
020			_a9780446672313 (pbk.)
041			_aEnglish
082			_a658.8 BEC
100			_aBeckwith, Harry.
245			_aSelling the invisible : _ba field guide to modern marketing / _cHarry Beckwith.
260			_aNew York : _bGrand central publishing, _cc1997.
300			_axx, 247 p. ; _c20 cm.
500			_aIncludes bibliographical references.
505			_aSummary: 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.
505			_aContents: 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.
650			_aMarketing. _aService industries Marketing.
942			_c1
999			_c15544 _d15544