Selling The Invisible: A Field Guide to Modern Marketing

Selling The Invisible: A Field Guide to Modern Marketing

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DESCRIPTION :

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



PRODUCT DETAILS :
ISBN : 9780446672313
BY (AUTHOR) Beckwith, Harry
PUBLISHER : Little, Brown & Company PUBLICATION DATE : March 20, 2012
COUNTRY OF PUBLICATION : United States IMPRINT : Business Plus
LANGUAGE : English AGE : Undergraduate
PRODUCT FORM : Paperback / softback
DIMENSION : 190 mm x 130 mm
WEIGHT : 200 g

PRODUCT CATEGORY :
Economics, Finance, Business & Management
DESCRIPTION :

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



PRODUCT DETAILS :
ISBN : 9780446672313
BY (AUTHOR) Beckwith, Harry
PUBLISHER : Little, Brown & Company PUBLICATION DATE : March 20, 2012
COUNTRY OF PUBLICATION : United States IMPRINT : Business Plus
LANGUAGE : English AGE : Undergraduate
PRODUCT FORM : Paperback / softback
DIMENSION : 190 mm x 130 mm
WEIGHT : 200 g

PRODUCT CATEGORY :
Economics, Finance, Business & Management