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Selling the Invisible: A Field Guide to Modern Marketing

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en Limba Engleză Carte Paperback – 20 Mar 2012
Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can't touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author's extensive experience. 'Selling the Invisible' will open your eyes to new ideas that will enhance the value and profitability of any company in today's service market.
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Specificații

ISBN-13: 9780446672313
ISBN-10: 0446672319
Pagini: 272
Dimensiuni: 133 x 191 x 19 mm
Greutate: 0.21 kg
Editura: Grand Central Publishing
Colecția Grand Central Publishing

Notă biografică

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.