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Selling the Invisible: A Field Guide to Modern Marketing by Beckwith, Harry
by Beckwith, Harry | PB | Good
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“Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, ”... Read moreAbout condition
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- Buy it nowSelling the Invisible: A Field Guide to Modern Marketing by Beckwith, Harry
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Located in: Aurora, Illinois, United States
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Estimated between Mon, 3 Jun and Thu, 6 Jun to 43230
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- 99% positive Feedback
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eBay item number:196006674490
Item specifics
- Condition
- Good
- Seller notes
- Binding
- Paperback
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9781587990663
- Publication Year
- 2001
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Selling the Invisible : a Field Guide to Modern Marketing
- Item Length
- 7.9in
- Publisher
- Cengage South-Western
- Item Width
- 5.1in
- Item Weight
- 10 Oz
- Number of Pages
- 272 Pages
About this product
Product Information
(NOT FOR SALE IN US AND CANADA) 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.
Product Identifiers
Publisher
Cengage South-Western
ISBN-10
1587990660
ISBN-13
9781587990663
eBay Product ID (ePID)
51831749
Product Key Features
Publication Name
Selling the Invisible : a Field Guide to Modern Marketing
Format
Trade Paperback
Language
English
Publication Year
2001
Type
Textbook
Number of Pages
272 Pages
Dimensions
Item Length
7.9in
Item Width
5.1in
Item Weight
10 Oz
Additional Product Features
Edition Number
2
Table of Content
Preface Introduction Getting Started The greatest misconception about service marketing A world on hold The Lake Wobegon effect: overestimating yourself Those cartoons aren't funny Let your clients set your standards Bad news: you are competing with Walt Disney The butterfly effect A butterfly named Roger To err is an opportunity The ad-writing acid test The crash of Delta Flight 1985-95 Getting better vs. getting different The first rule of marketing planning The possible service Surveying and Research: Even your best friends won't tell you Even your best friends won't tell you But they will talk behind your back Why survey? The letterman principle Frankly speaking: survey by phone The one question you should never ask Focus groups don't
Copyright Date
2001
Target Audience
Scholarly & Professional
Topic
Marketing / General, Careers / General, Professional Development
Dewey Decimal
658.8
Dewey Edition
23
Genre
Education, Business & Economics
Item description from the seller
Business seller information
Thrift Books Global, LLC
TB Thrift Books
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eBay item number:196006674490
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Aurora, Illinois, United States
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| Postage and packaging | Each additional item | To | Service | Delivery*See Delivery notes |
|---|---|---|---|---|
| Free postage | Free | United States | Economy Shipping | Estimated between Mon, 3 Jun and Thu, 6 Jun to 43230 |
| US $15.99 (approx EUR 14.79) | US $15.99 (approx EUR 14.79) | United States | Expedited Shipping | Estimated on or before Sat, 1 Jun to 43230 |
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This used book is in wonderful condition! Impressed!
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