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Selling the Invisible: A Field Guide to Modern Marketing Hardcover – Mar 1 1997

4.2 out of 5 stars 66 customer reviews

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Strong Is the New Pretty

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  • Selling the Invisible: A Field Guide to Modern Marketing
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  • Permission Marketing: Turning Strangers Into Friends And Friends Into Customers
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  • influence: The Psychology of Persuasion
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Product details

  • Hardcover: 272 pages
  • Publisher: Business Plus (March 1 1997)
  • Language: English
  • ISBN-10: 0446520942
  • ISBN-13: 978-0446520942
  • Product Dimensions: 13.3 x 2.3 x 20 cm
  • Shipping Weight: 295 g
  • Average Customer Review: 4.2 out of 5 stars 66 customer reviews
  • Amazon Bestsellers Rank: #78,788 in Books (See Top 100 in Books)
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Product description

From Amazon

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. 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. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

From Booklist

Advertising professional Beckwith startles and disarms all potential doubting Thomases with one fact--that by the year 2005, 8 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? Read the Picasso story to remember, "Don't charge by the hour; charge by the years." About the value of research? Forget questionnaires and focus groups; instead, ask individuals what improvements are needed--not the dreaded "What don't you like?" A very human, much-needed book to savor and be refreshed by. Barbara Jacobs


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