The Invisible Promise: A Field Guide to Marketing in an Upside-Down World

Our service economy is dominated by outmoded marketing models from the world of products.

The Invisible Promise reveals the critical differences between service and product marketing and outlines a service-centric strategy for planning your business, persuading your prospects, and relating to your clients.

Unlike products, you can’t see, touch, or feel services. Marketing services requires an approach that doesn’t rely on the traditional 4 Ps of product marketing: product, price, place, and...