Beckwith's first book, Selling the Invisible Warner Books: With total worldwide sales surpassingcopies in 21 translations, the book is a required text at business schools worldwide.
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Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.
In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships.
Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed.
In this timely addition to the management genre, Beckwith summarizes key points about selling services learned from experience with his own advertising and marketing firm and when he worked with Fortune companies.
The focus here is on the core of service marketing: Other key concepts emphasize listening to the customer, selling the long-term relationship, identifying what a business is really selling, recognizing clues about a business that may be conveyed to customers, focusing on the single most important message about the business, and other practical strategies relevant to any service business.
Dale Farris, Groves, Tex. Copyright Reed Business Information, Inc. From Booklist Advertising professional Beckwith startles and disarms all potential doubting Thomases with one fact--that by the year8 out of 10 Americans will be working in a service business.
Chapters here are remarkably short; they are intended to convey one point summarized in one sentence in boldface italics and are blessedly free of jargon. Hints and tips cover the conventional four Ps of marketing--product, promotion, place, and price--in an irreverent and iconoclastic manner; nothing is sacrosanct.
Stories from every corner of life illustrate and drive home messages. In a quandary about pricing? Barbara Jacobs Most helpful customer reviews 63 of 67 people found the following review helpful. Digestible Insights By Michael L. Perla As others have written, this book is not about creating a complex marketing design or plan.
What it does offer is quick, a page or so, USA today-like snippets of insightful observations about marketing in general, and service marketing in particular.
As the author writes, most people cannot evaluate the skills of an accountant, or lawyer, or any number of professional services. If you read this book in its entirety in one session, you are bound to remember nothing in the sea of facts and tidbits click on the table of contents link to get a feel for the topic areas.Selling the Invisible: A Field Guide to Modern Marketing Harry Beckwith Business Plus () This is one of the few books I have read that focuses almost entirely on the marketing and sales of services that are, paradoxically, both “invisible” and experiential.
Selling the Invisible by Harry Beckwith - Selling the Invisible A Field Guide to Modern SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services. Looking for books by Harry Beckwith? See all books authored by Harry Beckwith, including Selling the Invisible: A Field Guide to Modern Marketing, and You, Inc.: The Art of .
Title / Author Type Language Date / Edition Publication; 1. Selling the invisible: a field guide to modern marketing: 1. Buy the Paperback Book Selling The Invisible by Harry Beckwith at urbanagricultureinitiative.com, Canada's largest bookstore.
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Selling The Invisible: A Field Guide to Modern Marketing Format: Paperback Dimensions: pages, Customer Reviews of Selling The Invisible: A Field Guide to Modern.
Selling the Invisible 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.