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Selling the Invisible: A Field Guide to Modern Marketing Hardcover – March 1, 1997

4.5 out of 5 stars 311 ratings

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Frequently bought together

  • Selling the Invisible: A Field Guide to Modern Marketing
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Editorial Reviews

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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 Booklist

Advertising professional Beckwith startles and disarms all potential doubting Thomases with one fact--that by the year 2005, 8 out of 10 Americans will be working in a service business. Chapters here are remarkably short; they are intended to convey one point (summarized in one sentence in boldface italics) and are blessedly free of jargon. Hints and tips cover the conventional four Ps of marketing--product, promotion, place, and price--in an irreverent and iconoclastic manner; nothing is sacrosanct. Stories from every corner of life illustrate and drive home messages. In a quandary about pricing? Read the Picasso story to remember, "Don't charge by the hour; charge by the years." About the value of research? Forget questionnaires and focus groups; instead, ask individuals what improvements are needed--not the dreaded "What don't you like?" A very human, much-needed book to savor and be refreshed by. Barbara Jacobs

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Reece
5.0 out of 5 stars Service Marketing Bible
Reviewed in the United Kingdom on September 28, 2013
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shaun s
4.0 out of 5 stars Good book
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Koenraad Vanhoutte
5.0 out of 5 stars Essential key book to read on marketing
Reviewed in the United Kingdom on December 28, 2018
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aries
5.0 out of 5 stars One of the best marketing books
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Stu Combo
5.0 out of 5 stars Very interesting book, well written and useful.
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5.0 out of 5 stars Easy read
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5.0 out of 5 stars Valuable reading!!
Reviewed in the United Kingdom on September 29, 2016
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Alexander Zahariev
5.0 out of 5 stars Bussines 101
Reviewed in the United Kingdom on August 12, 2018
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5.0 out of 5 stars Invaluable advice
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David Taylor
5.0 out of 5 stars A must read!!
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Richard RM
5.0 out of 5 stars Outstanding. To the point.
Reviewed in the United Kingdom on March 19, 2015
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5.0 out of 5 stars Five Stars
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5.0 out of 5 stars Five Stars
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4.0 out of 5 stars Good straightforward
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5.0 out of 5 stars Five Stars
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