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Selling the Invisible - A Field Guide to Modern Marketing - cover
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Selling the Invisible - A Field Guide to Modern Marketing

Harry Beckwith

Narrator Jeffrey Jones

Publisher: Hachette Audio

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Summary

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.
Duration: about 2 hours (01:36:26)
Publishing date: 2006-04-01; Abridged; Copyright Year: — Copyright Statment: —