Selling the Invisible: A Field Guide to Modern Marketing - Hardcover

Beckwith, Harry

3.94

9,882 ratings by Goodreads

9780752821030: Selling the Invisible: A Field Guide to Modern Marketing

Hardcover

ISBN 10: 0752821032 ISBN 13: 9780752821030

Publisher: Orion Business (an Imprint of The Orion Publishing Group Ltd ), 1999

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Begins with the core problem of service marketing; service quality and suggests how to learn what you must improve, with examples of what works. Covers service marketing fundamentals; defining what business you really are in and what people really are buying, positioning your service, understanding customers and buying behaviour, and communicating.

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Review:

A must-read for anyone in a service business - which is everyone in business. -- Roger Dow, Vice President, Marriott International

The one book on marketing I'd have if I could have just one. A CLASSIC. -- Harvey Mackay

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