Selling the Invisible

Selling the Invisible

A Field Guide to Modern Marketing

Book - 1997
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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 & Seeing the Forest Around the Falling Trees.
Publisher: New York : Warner Books, 1997.
ISBN: 9780446672313
Branch Call Number: 658. 8 BEC
Characteristics: xx, 252 p.
Alternative Title: Field guide to modern marketing


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