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Selling the Invisible: A Field Guide to Modern Marketing
Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith 0446520942 9780446520942
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Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith

The transformation from a manufacturing-based economy to one thats all about service has been well documented. Today its estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what theyre really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If youre at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

Author: Harry Beckwith

Language: English

Binding: Hardcover

Pages: 272

Publisher: Business Plus

Publication Date: 1997-03-01

Our Price: $4.09

ISBN: 0446520942

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Harry Beckwith  Hardcover

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