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Selling the Invisible: A Field Guide to Modern Marketing

Selling the Invisible: A Field Guide to Modern Marketing

by Harry Beckwith

Editorial: Grand Central Publishing
ISBN: 9780446672313
Número de páginas: 272
Formatos: pdf, ePub, mobi, fb2
Tamaño de archivo: 7 Mb
Fecha de publicación: 2020-05-28
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Descripción

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. Geared toward marketing professionals and managers, this field guide explains how markets work and prospectors think. With practical, down-to-earth advice, it discusses a variety of topics in short sections, averaging 1-2 pages in length. These topics include: "How to Narrow the Gap between Your Position and Your Positioning Statement," "The Essence of Publicity" and "How to Save Half a Million."