Selling the Invisible: A Field Guide to Modern Marketing

3.97 avg rating
( 7,573 ratings by Goodreads )
 
9781600241017: Selling the Invisible: A Field Guide to Modern Marketing
View all copies of this ISBN edition:
 
 

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.

"synopsis" may belong to another edition of this title.

Review:

The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector. Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on. However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.

In Selling the Invisible, Beckwith argues that what consumers are primarily interested in today are not features, but relationships. Even companies who think that they sell only tangible products should rethink their approach to product development and marketing and sales. For example, when a customer buys a Saturn automobile, what they're really buying is not the car, but the way that Saturn does business. Beckwith provides an excellent forum for thinking differently about the nature of services and how they can be effectively marketed. If you're at all involved in marketing or sales, then Selling the Invisible is definitely worth a look.

From the Back Cover:

A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, "anchors", and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention...and much more.

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9780446672313: Selling the Invisible: A Field Guide to Modern Marketing

Featured Edition

ISBN 10:  0446672319 ISBN 13:  9780446672313
Publisher: Grand Central Publishing, 2012
Softcover

9780446520942: Selling the Invisible: A Field Guide to Modern Marketing

Busine..., 1997
Hardcover

9781587990663: Selling the Invisible: A Field Guide to Modern Marketing

Texere, 2001
Hardcover

9780446960656: Selling the Invisible a Field Guide to Modern Marketing

Oxmoor...
Hardcover

9780446930031: Selling the Invisible: A Field Guide to Modern Marketing

Oxmoor...
Hardcover

Top Search Results from the AbeBooks Marketplace

1.

Beckwith, Harry
Published by Hachette Book Group
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: > 20
Seller:
INDOO
(Avenel, NJ, U.S.A.)
Rating
[?]

Book Description Hachette Book Group. Condition: New. Brand New, This is an audio book. Seller Inventory # 1600241018

More information about this seller | Contact this seller

Buy New
US$ 8.29
Convert Currency

Add to Basket

Shipping: US$ 3.60
Within U.S.A.
Destination, Rates & Speeds

2.

Beckwith, Harry
Published by Hachette Audio 1/2/2008 (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 1
Seller:
BargainBookStores
(Grand Rapids, MI, U.S.A.)
Rating
[?]

Book Description Hachette Audio 1/2/2008, 2008. CD-Audio. Condition: New. Selling the Invisible: A Field Guide to Modern Marketing. Media. Seller Inventory # BBS-9781600241017

More information about this seller | Contact this seller

Buy New
US$ 14.16
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

Harry Beckwith
Published by Little, Brown Company, United States (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 1
Seller:
Book Depository International
(London, United Kingdom)
Rating
[?]

Book Description Little, Brown Company, United States, 2008. CD-Audio. Condition: New. Abridged edition. Language: English . Brand New. A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, anchors, and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention.and much more. Seller Inventory # AAC9781600241017

More information about this seller | Contact this seller

Buy New
US$ 14.65
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

4.

Beckwith, Harry
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: > 20
Seller:
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description 2008. CD. Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Seller Inventory # VH-9781600241017

More information about this seller | Contact this seller

Buy New
US$ 11.78
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

5.

Harry Beckwith
Published by Little, Brown Company, United States (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 10
Seller:
Book Depository hard to find
(London, United Kingdom)
Rating
[?]

Book Description Little, Brown Company, United States, 2008. CD-Audio. Condition: New. Abridged edition. Language: English . Brand New. A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, anchors, and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention.and much more. Seller Inventory # BZE9781600241017

More information about this seller | Contact this seller

Buy New
US$ 17.48
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

6.

Beckwith, Harry
Published by Grand Central Publishing (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 1
Seller:
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Grand Central Publishing, 2008. Audio CD. Condition: New. Never used!. Seller Inventory # 1600241018

More information about this seller | Contact this seller

Buy New
US$ 18.00
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

7.

Harry Beckwith
Published by Little, Brown Company, United States (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 1
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Little, Brown Company, United States, 2008. CD-Audio. Condition: New. Abridged edition. Language: English . Brand New. A treasury of hundreds of quick, practical, and easy-to-read strategies - few are more than a page long - Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing including why focus groups, value-price positioning, discount pricing, and being the best usually fail; the critical emotion that most influences your prospects - and how to deal with it; the vital role of vividness, focus, anchors, and stereotypes; the importance of Halo, Cocktail Party, and Lake Wobegon Effects; marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of Pikes Peak; dozens of proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention.and much more. Seller Inventory # AAC9781600241017

More information about this seller | Contact this seller

Buy New
US$ 18.16
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

8.

Harry Beckwith
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 4
Seller:
BWB
(Valley Stream, NY, U.S.A.)
Rating
[?]

Book Description Condition: New. Depending on your location, this item may ship from the US or UK. Seller Inventory # 97816002410170000000

More information about this seller | Contact this seller

Buy New
US$ 20.32
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

9.

Harry Beckwith
Published by Hachette Audiobooks (2008)
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 5
Seller:
Rating
[?]

Book Description Hachette Audiobooks, 2008. Condition: New. Seller Inventory # TV9781600241017

More information about this seller | Contact this seller

Buy New
US$ 16.94
Convert Currency

Add to Basket

Shipping: US$ 3.51
From Germany to U.S.A.
Destination, Rates & Speeds

10.

Harry Beckwith
ISBN 10: 1600241018 ISBN 13: 9781600241017
New Quantity Available: 1
Seller:
Grand Eagle Retail
(Wilmington, DE, U.S.A.)
Rating
[?]

Book Description Compact Disc. Condition: New. Compact Disc. 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 mu.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 0.308. Seller Inventory # 9781600241017

More information about this seller | Contact this seller

Buy New
US$ 20.58
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book