Autor: Harry Beckwith
ISBN-13: 9780446672313
Einband: Taschenbuch
Seiten: 247
Gewicht: 214 g
Format: 190x128x22 mm
Sprache: Englisch

Selling the Invisible

A Field Guide to Modern Marketing
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SELLING THE INVISIBLE is the first book to address the millions of people who work in America's service economy: proprietors, top executives, and sales and marketing professionals who sell the invisible i.e. services rather than products.
SELLING THE INVISIBLE is a concise 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 Tree.
Autor: Harry Beckwith
Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications and media relations for services

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Autor: Harry Beckwith
ISBN-13 :: 9780446672313
ISBN: 0446672319
Erscheinungsjahr: 01.03.2012
Verlag: Hachette Book Group USA
Gewicht: 214g
Seiten: 247
Sprache: Englisch
Sonstiges: Taschenbuch, 190x128x22 mm