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Selling The Invisible: A Field Guide to Modern Marketing
Paperback / softback
Main Details
| Title |
Selling The Invisible: A Field Guide to Modern Marketing
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| Authors and Contributors |
By (author) Harry Beckwith
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| Physical Properties |
| Format:Paperback / softback | | Pages:256 | | Dimensions(mm): Height 190,Width 130 |
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| Category/Genre | Business strategy |
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| ISBN/Barcode |
9780446672313
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| Classifications | Dewey:658.8 |
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| Audience | | Undergraduate | | Postgraduate, Research & Scholarly | | Professional & Vocational | |
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Publishing Details |
| Publisher |
Little, Brown & Company
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| Imprint |
Business Plus
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| Publication Date |
20 March 2012 |
| Publication Country |
United States
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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; and Seeing the Forest Around the Falling Trees.
Author Biography
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 specialises in marketing, marketing communications and media relations for services. Previous Books: You, Inc, Unthinking, What Clients Love, Invisible Touch, Selling the Invisible
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