Selling the Invisible A Field Guide to Modern Marketing
by Beckwith, HarryEdition: Reprint
Format: Paperback
Pub. Date: 2012-03-20
Publisher(s): Grand Central Publishing
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Summary
SELLING THE INVISIBLEis 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 INVISIBLEcovers 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.
Author Biography
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.
Table of Contents
| Preface | |
| Introduction | |
| Getting Started | |
| The greatest misconception about service marketing | |
| A world on hold | |
| The Lake Wobegon effect: overestimating yourself | |
| Those cartoons aren't funny | |
| Let your clients set your standards | |
| Bad news: you are competing with Walt Disney | |
| The butterfly effect | |
| A butterfly named Roger To err is an opportunity | |
| The ad-writing acid test | |
| The crash of Delta Flight 1985-95 | |
| Getting better vs. getting different | |
| The first rule of marketing planning | |
| The possible service | |
| Surveying and Research: Even your best friends won't tell you | |
| Even your best friends won't tell you But they will talk behind your back Why survey? | |
| The letterman principle | |
| Frankly speaking: survey by phone | |
| The one question you should never ask | |
| Focus groups don't | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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