Selling the Invisible: A Field Guide to Modern Marketing
- Publish Date: 1999-02-20
- Binding: Hardcover
- Author: Harry Beckwith
Begins with the core problem of service marketing; service quality and suggests how to learn what you must improve, with examples of what works. Covers service marketing fundamentals; defining what business you really are in and what people really are buying, positioning your service, understanding customers and buying behaviour, and communicating.