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

Beckwith, Harry

3.94

9,882 ratings by Goodreads

9781587990663: Selling the Invisible: A Field Guide to Modern Marketing

Hardcover

ISBN 10: 1587990660 ISBN 13: 9781587990663

Publisher: Texere Publishing, 2001

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Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can't touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author's extensive experience. 'Selling the Invisible' will open your eyes to new ideas that will enhance the value and profitability of any company in today's service market.

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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

Book Description:

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.

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