Selling the Invisible (Paperback)

A Field Guide to Modern Marketing

By Harry Beckwith

Grand Central Publishing, 9780446672313, 272pp.

Publication Date: March 20, 2012

Other Editions of This Title:
Digital Audiobook (3/31/2006)
Hardcover (1/1/1997)

List Price: 16.99*
* Individual store prices may vary.

Description

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.


About the Author

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.