Title: Selling The Invisible: A Field Guide to Modern Marketing Publisher:New York, NY/ A Warner Time Company, hardback 1997 Harry Beckwith is the founder of Beckwith Advertising and Marketing. He has worked with four of America’s best 100 service companies, nine Fortune 500 companies, and many smaller business and venture-capitalized start-ups.Beckwith divides the book into eleven main topics and ends it with a “summing up”. The book mainly talks about what the marketers need to know to sell their services. This book begins with the main problem of service marketing. It then suggests how to learn what you must improve, with examples of techniques that work. Later it talks about the service marketing fundamentals: defining what business you really are in and what people really are buying, positioning your service, understanding prospects and buying behavior, and communicating.Chapters are made in short format, they are intended to convey one point and free of jargon. The author summarizes the point in one sentence in boldface italics. Hints and tips cover the conventional four P’s of marketing, which are product, place, price and promotion, in an irreverent and iconoclastic manner, nothing is sacrosanct. The first part of the book is about how to get started. Here Beckwith emphasizes that the core of service marketing is the service itself. A company needs to make sure that they offer the best service quality before they spend more money on promoting the company. Beckwith says that a company needs to let their customers set the quality standard. Moreover, to stay in the competitive market, it is not enough for a company to just think how to do better in the future. They also have to think different. The services that they offer have to be different from their competitors. Beckwith says: “Create the po...
