The 'how-to-think' approach can be beneficial for product-based businesses as it encourages them to look at their marketing strategies from a different, creative perspective. It prompts them to ask questions like 'What am I good at?' and to understand their prospects and customers' buying behavior. This approach can lead to more effective marketing strategies and a better understanding of their business and customers.
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Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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The approach of learning how to think, as opposed to learning simply what to do, is the foundation of the book and is what makes it so refreshing and effective. Beckwith clearly outlines the foundation for this "how-to-think" approach with specific questions such as "What am I good at?" and specific exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. While much of the material in the book will not be seen as particularly new or ground-breaking, it's the way the material entices readers to look at these effective marketing elements with a different, creative view, that makes the material so valuable.
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