Selling the Invisible: A Field Guide to Modern Marketing - Hardcover

Beckwith, Harry

Hardcover

ISBN 10: 1587990660 ISBN 13: 9781587990663

Verlag: Texere Publishing, 2003

Inhaltsangabe

The essential guide to marketing services, that has become a business classic.Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But unlike products, you can t touch services, hear or see them. Services are mainly just promises that somebody will do something. They are invisible. So how do you sell, develop and make them grow? This international bestseller, now in paperback, answers that question with insights on how the markets for services work and how customers think and behave towards your offering. When it comes to marketing and selling, the difference between products and services can be enormous. A treasury of bite-sized, practical and intelligent strategies, based upon the author s extensive experience, Selling the Invisible will open your eyes to new ideas that will enhance the value and profitability of any company in today s service market.The book begins with the core problem of services marketing: service quality. It then suggests how to learn what you must improve, with examples of what works. It then moves on to services marketing fundamentals: defining what business you really are in and what people really are buying; positioning your service; understanding customers and buying behaviour; and communicating your service.

Über diesen Titel

Über die Autorin bzw. den Autor

Harry Beckwith founded and directs Beckwith Partners, a positioning and branding firm whose clients include Microsoft, ServiceMaster, ADP, Merck and Hewlett Packard. He is a Phi Beta Kappa graduate of Stanford and an internationally acclaimed business speaker. He also lectures at the universities of Minnesota and St Thomas in Minncapolis.

Details zur Ausgabe

• Verlag: Texere Publishing
• Erscheinungsdatum: 2003
• Sprache: Englisch
• ISBN 10: 1587990660
• ISBN 13: 9781587990663
• Einband: Gebundene Ausgabe
• Auflage: 2
• Anzahl der Seiten: 252
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar