Selling the Invisible by Harry Beckwith
A Field Guide to Modern Marketing

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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 &
Seeing the Forest Around the Falling Trees.

About Harry Beckwith

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Harry Beckwith graduated Phi Beta Kappa from Stanford University in 1972. He then attended the University of Oregon School of Law, where he was awarded the school's highest honor of Law Review Editor-in-Chief. Beckwith formed Beckwith Advertising and Marketing in 1988. The firm specializes in marketing, marketing communications, and media relations for services.
Published June 14, 1999 by Business Plus. 250 pages
Genres: Business & Economics, Education & Reference, Professional & Technical. Non-fiction

Unrated Critic Reviews for Selling the Invisible


Much of the story that he and Cox weave is based on his observation that there is no perfect way to sell rather, there is a right way to sell in a given situation, and selling the wrong way can be catastrophic.

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