Hachette Book Group USA Selling the Invisible: A Field Guide to Modern Marketing

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Autor : Harry Beckwith, SELLING THE INVISIBLE is a concise 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 Tree.Druh sortimentu : Kniha, Selling the Invisible, Jazyk : Angličtina, Počet stran : neuvedeno 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 invisib