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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing Paperback - 2012

by Harry Beckwith

Summary

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 Forest Around the Falling Trees.

First line

In a free-association test, most people-including most people in business-will equate the word "marketing" with selling and advertising: pushing the goods.

Details

  • Title Selling the Invisible: A Field Guide to Modern Marketing
  • Author Harry Beckwith
  • Binding Paperback
  • Edition Reprint
  • Pages 272
  • Volumes 1
  • Language ENG
  • Publisher Grand Central Publishing, New Delhi
  • Date 2012-03-20
  • Features Price on Product - Canadian, Table of Contents
  • ISBN 9780446672313 / 0446672319
  • Weight 0.45 lbs (0.20 kg)
  • Dimensions 7.4 x 5 x 0.8 in (18.80 x 12.70 x 2.03 cm)
  • Library of Congress subjects Marketing, Service industries - Marketing
  • Dewey Decimal Code 658.8

Media reviews

Citations

  • Library Journal, 12/01/2015, Page 54

About the author

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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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry

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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

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Selling the Invisible : A Field Guide to Modern Marketing

by Harry Beckwith

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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry

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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

by Beckwith, Harry

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ISBN 10 / ISBN 13
9780446672313 / 0446672319
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Selling the Invisible : A Field Guide to Modern Marketing
Stock Photo: Cover May Be Different

Selling the Invisible : A Field Guide to Modern Marketing

by Beckwith, Harry

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Condition
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ISBN 10 / ISBN 13
9780446672313 / 0446672319
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Selling the Invisible : A Field Guide to Modern Marketing
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Selling the Invisible : A Field Guide to Modern Marketing

by Beckwith, Harry

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ISBN 10 / ISBN 13
9780446672313 / 0446672319
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Selling the Invisible : A Field Guide to Modern Marketing
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Selling the Invisible : A Field Guide to Modern Marketing

by Beckwith, Harry

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ISBN 10 / ISBN 13
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Selling the Invisible: A Field Guide to Modern Marketing
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Selling the Invisible: A Field Guide to Modern Marketing

by Harry Beckwith

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