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The theories presented in "Selling the Invisible" challenge existing marketing practices by questioning traditional marketing staples and suggesting effective alternatives. The book emphasizes the importance of understanding how prospects think and how the right thought processes and questions can reveal opportunities and issues that may go unnoticed with a traditional marketing approach. It also highlights the fallacies in planning and the importance of positioning and focus in marketing.
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Later chapters such as "Planning: The Eighteen Fallacies", "Anchors, Warts, and American Express: How Prospects Think", and "The More You Say, the Less People Hear: Positioning and Focus" continue the "how-to-think" approach by questioning traditional marketing staples and learning how to find effective alternatives. These chapters help readers better understand how the right thought processes and the right questions often reveal opportunities and issues that may have gone unnoticed with a more traditional marketing approach.
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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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