TY  - BOOK
AU  - Beckwith,Harry
TI  - Selling the invisible: a field guide to modern marketing 
SN  - 0446520942
AV  - HD9980.5 .B425 1997
U1  - 658.8 20
PY  - 1997///]
CY  - New York
PB  - Warner Books
KW  - Service industries
KW  - Marketing
N1  - 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
N2  - 	
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
UR  - http://www.loc.gov/catdir/enhancements/fy0914/96016774-d.html
ER  -