Selling the Invisible: A Field Guide to Modern Marketing
Search in google:
Part of iPublish.com's Portal Biz Book series of books tailored for readers on the go, Selling the Invisible is the first book to address the millions of people who work in America's service economy--proprietors, top executives, and sales and marketing professionals who sell the "invisible," that is services rather than products. Publishers Weekly It's unfortunate that the author, founder of Minneapolis's Beckwith Advertising and Marketing, and his editor didn't spend more time on this book, intended to help service businesses sell their products. They could have eliminated the endless repetition; for example, we are told four times that clients aren't buying a service provider's expertise but are buying a relationship. A tightly focused, engaging book would have offered more useful advice. Beckwith underscores the concept that a brilliant marketing plan is virtually useless if your service is less than first-rate. He talks about the importance of pricing the service to correctly reflect the value of what is offered and why small firms should not be afraid to trumpet that they are small. But by the time we have heard again that McDonald's is really selling not food but entertainment, we aren't as receptive to Beckwith's message as we might be. BOMC alternate; Time Warner audio. (Mar.)
PrefaceIntroductionGetting Started1Surveying and Research: Even Your Best Friends Won't Tell You21Marketing Is Not a Department33Planning: The Eighteen Fallacies55Anchors, Warts, and American Express: How Prospects Think85The More You Say, the Less People Hear: Positioning and Focus101Ugly Cats, Boat Shoes, and Overpriced Jewelry: Pricing129Monogram Your Shirts, Not Your Company: Naming and Branding141How to Save $500,000: Communicating and Selling167Holding On to What You've Got: Nurturing and Keeping Clients215Quick Fixes231Summing Up241Acknowledgments251
