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  • Grand Central Publishing

Selling The Invisible: A Field Guide to Modern Marketing

Harry Beckwith

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Prose: non-fiction, Business ethics & social responsibility

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; and Seeing the Forest Around the Falling Trees.

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