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9780446672313

Selling the Invisible A Field Guide to Modern Marketing

by
  • ISBN13:

    9780446672313

  • ISBN10:

    0446672319

  • Edition: Reprint
  • Format: Paperback
  • Copyright: 2012-03-20
  • Publisher: Grand Central Publishing

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Summary

SELLING THE INVISIBLEis 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 INVISIBLEcovers 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.

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 specializes in marketing, marketing communications, and media relations for services.

Table of Contents

Preface
Introduction
Getting Started
The greatest misconception about service marketing
A world on hold
The Lake Wobegon effect: overestimating yourself
Those cartoons aren't funny
Let your clients set your standards
Bad news: you are competing with Walt Disney
The butterfly effect
A butterfly named Roger To err is an opportunity
The ad-writing acid test
The crash of Delta Flight 1985-95
Getting better vs. getting different
The first rule of marketing planning
The possible service
Surveying and Research: Even your best friends won't tell you
Even your best friends won't tell you But they will talk behind your back Why survey?
The letterman principle
Frankly speaking: survey by phone
The one question you should never ask
Focus groups don't
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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