Selling the Invisible: A Field Guide to Modern Marketing

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Summary: Wonderful reading!
Review: As a recent MBA graduate, I have read many theories of marketing. None of those met my needs as much as this one. It offered practical, real-world advice which the modern day business person could relate to. I will definitely be referencing it throughout my career as a product manager.

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Summary: If you don't have this, you're not serious about success!
Review: If you don't have this in your library...you're not serious about success. This book is an invaluable resource for any business. While it does not explicitly address Internet-based businesses, you can easily apply what you learn to your Internet enterprises. Of special value is its evaluation of customer service - an area often overlooked with Web-based companies. We have selected this book as a "must have tool" in our Web survival gear.

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Summary: Incredible! Beckwith delivers what he preaches.
Review: I saw this book advertised on this website and had to have it, because, being married to an insurance agent, I'm aware of the ups and downs of selling the intangible. This book was so easy to read that I, too, read it in one day. It was entertaining and didn't contain any jargon or technical words that someone who is not in the business world every day wouldn't understand. I am a schoolteacher and I can see where these principles can be applied in my work, as well. Now, I'm all ready to apply these marketing skills at school, and apply my creative skills to the agency. My husband is not a big reader, so I'm emailing him portions from this book - just short ones - so he can read them at work. ( I'm going to quiz him when he gets home.) The information is this book is realistic and it makes sense. Harry Beckwith knew what his readers wanted and needed, then surpassed their expectations.

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Summary: Excellent common sense approach to marketing Chambers.
Review: This book was by far the best book I've read on marketing your organization as a sevice/information provider. The author's simplistic common sense writing style let me start and finish the book in one night. I found his characterization of understanding the options of the propspective customer/client the most insightful and "right on" that I've come across in print. I found it espically applicable in my business(Chamber of Commerce) where the service you're selling is incredibly invisible. Would highly recommend this book to all in the service/information business and espically chamber/association management work.

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Summary: Absolutely essential for service marketers
Review: Harry Beckwith keys on the essentials of service marketing. This book has enough concepts to keep your idea board full for five years. A must read for those who believe that Harvey Mackay is a super hero.

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Summary: Up to the hype
Review: Normally I read the comments on the back cover with a grain of salt. Friends, cronies, perhaps paid exectutives making comments as to why you should buy this. But this book lives up to the hype. Absolutely fabulous reading. I'm getting 5 more copies for the men on our board.

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Summary: The Best of its Kind. Period.
Review: If you are looking for the absolute best guide to marketing, buy this book. I read it on Monday, applied the principles on Tuesday, and saw results on Wednesday. My sales have grown exponentially ever since.

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Summary: Excellent comprehensive marketing guide.
Review: As a funeral director, I sell the "Invisible" everyday. Our customers or families buy a service of questionable value to them and one which the media has attacked for years. As a result we have to build value in an intangible service in a very tangible way. This is the best source of usable information I have ever come upon. I suggest that you buy 2 copies, one for home and one for work. My copy is really dog-eared. I buy copies for all my associates.

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Summary: Energizing common sense
Review: Short, complete thoughts, in a common sense dialogue make this book a invaluable resource. You can't help but walk away from each message with the ability to use it to your own benefit.

Rating:
Summary: A great book
Review: Simple. Interesting. Great Stories. A book set up like life's little instruction book on service marketing, Beckwith does a great job and even follows his own advice. Only one message in this review - Read it and you'll love it.