Selling the invisible : a field guide to modern marketing /
Beckwith, Harry, 1949-
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - xx, 252 pages ; 20 cm.
Includes bibliographical references (p. 246-250).
Front Cover Image; Welcome; Dedication; Preface; Introduction; GETTING STARTED; SURVEYING AND RESEARCH: EVEN YOUR BEST FRIENDS WON'T TELL YOU; MARKETING IS NOT A DEPARTMENT; PLANNING: THE EIGHTEEN FALLACIES; ANCHORS, WARTS, AND AMERICAN EXPRESS: HOW PROSPECTS THINK; THE MORE YOU SAY, THE LESS PEOPLE HEAR: POSITIONING AND FOCUS; UGLY CATS, BOAT SHOES, AND OVERPRICED JEWELRY: PRICING; MONOGRAM YOUR SHIRTS, NOT YOUR COMPANY: NAMING AND BRANDING; HOW TO SAVE 500,000: COMMUNICATING AND SELLING; HOLDING ON TO WHAT YOU'VE GOT: NURTURING AND KEEPING CLIENTS; QUICK FIXES; SUMMING UP; Acknowledgments. Business PlusGreat Acclaim for Selling the Invisible; Table of Contents; Copyright Page.
SELLING THE INVISIBLE is 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. 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 For.
0446520942
96016774
Service industries--Marketing.
HD9980.5 / .B425 1997
658.8 / B.H.S
Selling the invisible : a field guide to modern marketing / Harry Beckwith. - xx, 252 pages ; 20 cm.
Includes bibliographical references (p. 246-250).
Front Cover Image; Welcome; Dedication; Preface; Introduction; GETTING STARTED; SURVEYING AND RESEARCH: EVEN YOUR BEST FRIENDS WON'T TELL YOU; MARKETING IS NOT A DEPARTMENT; PLANNING: THE EIGHTEEN FALLACIES; ANCHORS, WARTS, AND AMERICAN EXPRESS: HOW PROSPECTS THINK; THE MORE YOU SAY, THE LESS PEOPLE HEAR: POSITIONING AND FOCUS; UGLY CATS, BOAT SHOES, AND OVERPRICED JEWELRY: PRICING; MONOGRAM YOUR SHIRTS, NOT YOUR COMPANY: NAMING AND BRANDING; HOW TO SAVE 500,000: COMMUNICATING AND SELLING; HOLDING ON TO WHAT YOU'VE GOT: NURTURING AND KEEPING CLIENTS; QUICK FIXES; SUMMING UP; Acknowledgments. Business PlusGreat Acclaim for Selling the Invisible; Table of Contents; Copyright Page.
SELLING THE INVISIBLE is 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. 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 For.
0446520942
96016774
Service industries--Marketing.
HD9980.5 / .B425 1997
658.8 / B.H.S