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Selling the Invisible
Harry Beckwith
其他書名
A Field Guide to Modern Marketing
出版Hachette UK, 1999-06-14
主題Business & Economics / Sales & Selling / General
ISBN04469300329780446930031
URLhttp://books.google.com.hk/books?id=tRE5AQAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.