A Field Guide to Modern Marketing.
Many companies who claim to be selling products are really selling services. What used to be a product-driven economy is now replete with services. But with services, you can't touch, hear or see them. Services are just promises that somebody will do something. So how do you sell, develop and make them grow?
This international bestseller answers that question with insights on how markets work and how customers think. A treasury of hundreds of quick, practical and easy-to-read strategies, 'Selling The Invisible' will open your eyes to new ideas in the crucial branch of services marketing.
The book begins with the core problem of service marketing: service quality. It then suggests how to learn what you must improve, with examples of what works. It then moves to service marketing fundamentals: defining what business you really are in and what people really are buying, positioning your service, understanding customers and buying behaviour, and communicating.
