Selling the Invisible
"Selling the Invisible: A Field Guide to Modern Marketing" by Harry Beckwith is a classic marketing book that has been helping businesses navigate the modern marketing landscape since its publication in 1997. The book is among the best books on marketing. Beckwith, a marketing consultant and speaker, has written several books on marketing, but "Selling the Invisible" remains his most popular and influential work.
The book's premise is that modern marketing is different from traditional marketing because it deals with intangible services rather than tangible products. Beckwith argues that selling services requires a different approach because services are not easily measured or evaluated in the same way that products are. He believes that successful service marketing relies on building relationships and trust with customers, rather than simply promoting the features and benefits of a product.
In the book, Beckwith shares his insights on how to market intangible services, including branding, customer service, pricing, and communication. He also provides numerous examples of successful service marketing campaigns, as well as cautionary tales of companies that failed to understand the unique challenges of selling services.
Beckwith's writing style is engaging and easy to read, with plenty of humor and anecdotes to illustrate his points. His advice is practical and actionable, making it accessible to business owners and marketers of all levels of experience.
Overall, "Selling the Invisible" is a must-read for anyone involved in service marketing. It provides a valuable perspective on the challenges and opportunities of marketing intangible services, and offers practical advice for overcoming those challenges and creating successful marketing campaigns.
Author: Harry Beckwith
Link to buy: https://www.amazon.com/Selling-Invisible-Field-Modern-Marketing/dp/0446672319/
Ratings: 4.6 out of 5 stars (from 618 reviews)
Best Sellers Rank: #93,955 in Books (See Top 100 in Books)
#67 in Customer Relations (Books)
#236 in Systems & Planning
#324 in Sales & Selling (Books)
