Selling the Invisible

Selling the Invisible

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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 a Seeing the Forest Around the Falling Trees.And what is that added value, almost without exception? Services. Take, asa vivid example, Levia#39;s recent introduction ofPersonalPair jeans. ... Those old Levia#39;s jeans of the old economy were products; these new Levia#39;s jeans area service.

Title:Selling the Invisible
Author: Harry Beckwith
Publisher:Hachette UK - 1999-06-14

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