Selling the Invisible: A Field Guide to Modern Marketing

“New marketing—more than just a way to do things, it’s a way of thinking. It begins with understanding the distinctive features of a service—its invisibility and intangibility—and the distinctive features of potential buyers and users of this service: their fear, lack of time, often illogical paths that lead them to making decisions, and the most important incentives and needs that determine their behavior.” (Harry Beckwith)

About what the book is:
About one of the most complex areas of activity—marketing of services. Using practical examples from the work of both large companies like Federal Express and Citicorp and small private enterprises, the book shows how to sell, stimulate sales, and increase the number of purchases of a product you cannot hear, see, or touch.

Why is the book worth reading?
The book is based on the author’s twenty-five years of experience working with thousands of professional businessmen.
It is concise, engaging, and contains hundreds of practical and easy-to-implement techniques and strategies.
It’s an instruction on how to think in order to achieve impressive success.

Who is this book for?
For all marketing specialists: both for the 80% who don’t produce goods and for the remaining 20% who do.