Selling the Invisible
A Field Guide to Modern Marketing
Published on 14. June 1999
272 pages
978-0-446-93003-1 (ISBN)
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.
More details
Other editions
Additional editions
Beckwith
Selling the Invisible
Book
03/1997
Little, Brown and Company
€38.57
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Content
- Intro
- Welcome
- Dedication
- Preface
- Introduction
- GETTING STARTED
- SURVEYING AND RESEARCH: EVEN 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 OVERPRICED JEWELRY: 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
- Acknowledgments
- Business Plus
- Great Acclaim for Selling the Invisible
- Table of Contents
- Copyright Page
