Selling the Invisible: A Field Guide to Modern Marketing
by Harry Beckwith
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Book Summary Information
Author: Harry BeckwithEdition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 1997-03-01
ISBN: 0446520942
Number of pages: 272
Publisher: Business Plus
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Book Reviews of Selling the Invisible: A Field Guide to Modern Marketing
Book Review: A "renewing of vows" between you and your consumer.
Summary: 5 Stars
Harry Beckwith has boiled down the art of marketing into many small and easy to understand words of wisdom.
If you are in business you have to read this book. Whether you are an owner, CEO or department head, Beckwith lays out the essential tools to market your company, and sites fresh examples to illustrate. He says "Marketing is not a department" and he's right--it is your front line (sales people) to your CEO and everyone in between. Everyone at your company is involved in marketing your company-and the author makes sure you get the message. Stop wasting time with ploys that don't work. COMMUNICATE with the consumer and you will see increased sales and market share.
"Selling The Invisible" serves as a "renewing of vows" for those well into their careers. It provides a way to go from a jaded attitude to a fresh perspective and look at your company from the outside. If you think you've heard it all before, you haven't heard it like this. A clear a concise "handbook" for modern business.
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