Selling the Invisible: A Field Guide to Modern Marketing / Edition 2by Harry Beckwith
Pub. Date: 03/28/2001
Publisher: Cengage Learning
In the first major book on service marketing, Harry Beckwith, a pioneer in this area, provides quick, practical strategies to improve the bottom line in any business by perceiving and fulfilling a client's every need.--Harvey Mackay. See more details below
In the first major book on service marketing, Harry Beckwith, a pioneer in this area, provides quick, practical strategies to improve the bottom line in any business by perceiving and fulfilling a client's every need.--Harvey Mackay.
- Cengage Learning
- Publication date:
- Product dimensions:
- 5.12(w) x 7.87(h) x (d)
Table of Contents
- Getting Started
- Surveying and Research: Ever 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 Overprices Jewelery: 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
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Most Helpful Customer Reviews
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This is an excellent book. It is short and to the point. I love his way of thinking about things, and there are tons of ideas in here on how to grow your business. Focuses on service businesses. I reread this every few months.
Harry Beckwith has a way of getting right down to the bottom line. My favorite chapter is: Marketing Is Not a Department! As a marketing consultant, it's my job to hlep my service business clients embrace the wholeness of marketing a service business.
I read the book in 1999. What caught my attention was the product: service. I enjoyed and found I was not the only one who perceived focus groups and other instruments not working for the intended purpose. In 2000 I read the book again and created a list of ideas per chapter. I understood better the difference between a toothpaste product and a dentist service one. I am reading it again. This book makes one reflect and see things from a different perspective which promotes imagination and creativity in how to do marketing. It is short and down to the point the author wants the reader to pay attention to.
the book never stayed on one subject talking about it for hours. The book kept on moving and never lost my interest.
The book is a comprehensive, yet, easy to read guide to achieve excelent customer service and satisfaction. The book leads the reader via practical narrations into practical actions and results. We are buying copies to all of our Customer Service Managers.
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