Selling the Invisible: A Field Guide to Modern Marketing

Marketing services presents a unique set of challenges. Unlike tangible products, you can't touch, hear, or see the core offering of your company. So, how do you effectively organize sales and stimulate demand in this intangible landscape?

Selling the Invisible, by Harry Beckwith, provides a practical and insightful guide to navigating the complexities of service marketing. Drawing upon the author's 25 years of experience working with thousands of business professionals, this book delivers essential marketing knowledge through real-world examples from both large corporations like Federal Express and Citicorp, and smaller, privately-owned enterprises.

Key Features and Benefits:

• Practical Strategies: Discover hundreds of actionable and easy-to-implement techniques and strategies specifically designed for the service marketing sector.
• Real-World Examples: Learn from the successes and challenges of leading companies across various service industries.
• Concise and Engaging: The book is written in a clear, concise, and engaging style, making complex concepts accessible to all readers.
• Proven Framework: Benefit from a proven framework for understanding and applying marketing principles to intangible offerings.

Who Should Read This Book?

This book is ideal for:

• Marketing professionals working in service industries.
• Business owners and entrepreneurs looking to improve their service marketing efforts.
• Students and professors in economics and marketing programs.

Why Choose This Book?

Selling the Invisible is more than just a theoretical textbook. It's a practical field guide filled with actionable advice and real-world examples that you can immediately apply to your own business. Whether you're a seasoned marketing executive or just starting out, this book will provide you with the tools and knowledge you need to succeed in the challenging but rewarding world of service marketing. Gain a competitive edge and learn how to effectively communicate the value of your intangible offerings to your target audience. Don't just sell a service; sell the experience.