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Selling the Invisible: A Field Guide to Modern Marketing

by Selling the Invisible: A Field Guide to Modern Marketing

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Description

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.

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Product Details

  • Mar 20, 2012 Pub Date:
  • 9780446672313 ISBN-13:
  • 0446672319 ISBN-10:
  • 272.0 pages Paperback
  • English Language