Selling the Invisible
A Field Guide to Modern MarketingDownloadable Audiobook - 2008
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.
Publisher: New York : Hachette Audio, 2008
Characteristics: 1 online resource (1 sound file)
Call Number: eAudio