Selling the Invisible Cassette + PRICE WATCH * Amazon pricing is not included in price watch

Selling the Invisible Cassette

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's 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 they're 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 you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.Read More

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  • Product Description

    You have a unique marketing challenge. You can't touch, hear, or see your company's most important products - services. How do you sell them, develop them and make your business grow? Discover the secrets to Selling the Invisible in this first book to address the millions of people who work in "service economy." Harry Beckwith's 25 years of experience have resulted in this invaluable treasury of hundreds of quick, practical and easy-to-remember strategies which will help you to master this crucial branch of marketing.

  • 1570424713
  • 9781570424717
  • Harry Beckwith
  • 16 August 2001
  • Warner Books
  • Audio Cassette (Cassette)
  • New edition
  • Audiobook
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