Name/Title
Selling the Invisible: A Field Guide to Modern MarketingDescription
Addresses the structural shift from a manufacturing economy to a service-based economy. Beckwith argues that traditional product-based marketing models fail when applied to intangible services.Context
Because a service cannot be touched, seen, or tested before a purchase, service marketing is not about selling features; it is about selling a promise, acting on it, and cultivating human relationships.Location
* Untyped Location
bookshelf MillburnGeneral Notes
Note
Hardcover with dust jacketCreate Date
December 4, 2019Update Date
August 11, 2026