Selling the Invisible: A Field Guide to Modern Marketing / Edition 2

Selling the Invisible: A Field Guide to Modern Marketing / Edition 2

4.2 8
by Harry Beckwith
     
 

ISBN-10: 1587990660

ISBN-13: 9781587990663

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

Overview

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.

Product Details

ISBN-13:
9781587990663
Publisher:
Cengage Learning
Publication date:
03/28/2001
Pages:
272
Product dimensions:
5.12(w) x 7.87(h) x (d)

Table of Contents


Preface
Introduction
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
Acknowledgements

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Selling the Invisible 4.3 out of 5 based on 0 ratings. 8 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
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.
Anonymous More than 1 year ago
Guest More than 1 year ago
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.
Guest More than 1 year ago
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.
Guest More than 1 year ago
the book never stayed on one subject talking about it for hours. The book kept on moving and never lost my interest.
Guest More than 1 year ago
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.
Anonymous More than 1 year ago
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