Selling The Invisible: A Field Guide to Modern Marketing - Brossura

Beckwith, Harry

Brossura

ISBN 10: 0446672319 ISBN 13: 9780446672313

Casa editrice: Grand Central Publishing, 2012

Riassunto

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

Su questo libro

Descrizione del libro:

SELLING THE INVISIBLE is the first book to address the millions of people who work in America's service economy: proprietors, top executives, and sales and marketing professionals who sell the invisible i.e. services rather than products.

L'autore:

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

Su questa edizione

• Editore: Grand Central Publishing
• Data di pubblicazione: 2012
• ISBN 10: 0446672319
• ISBN 13: 9780446672313
• Rilegatura: Copertina flessibile
• Numero di pagine: 256