by Harry Beckwith · Little, Brown and Company · tapa dura · ISBN 9780446520942
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«Selling the Invisible» is Harry Beckwith's guide to services marketing, published by Little, Brown and Company in hardback (272 pages, in English).
It starts from a paradox: services cannot be touched, heard, or seen, yet they must be sold. Beckwith gathers hundreds of brief strategies for understanding how customers think and why tactics like focus groups or price-based positioning fail. It includes the emotion that most influences the buyer, vividness, and stereotypes.
The work was first published in March 1997; its full subtitle is «A Field Guide to Modern Marketing».
For marketing professionals, salespeople, and service managers, and for anyone who wants to apply its ideas to a product or their career.
