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Beckwith's approach to marketing differs from traditional marketing strategies in that it focuses on marketing and selling services rather than physical products. He emphasizes the need for service companies to think differently about their marketing efforts, as services are abstract and their effectiveness and value can be difficult to measure from a customer's perspective. Beckwith provides practical tips and reminders, using stories from major corporations and artists to illustrate his points and help service companies grow their business.
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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 and value are hard to measure from a customer point of view. Harry Beckwith explains that marketing and selling a service requires a completely different approach than marketing and selling a physical product. Though contains "how-to" sections, such as "Quick Fixes", it is more of a "how-to-think-about book." Using entertaining and revealing stories from major corporations and artists to provide examples and drive home key points, Beckwith delivers effective tips and reminders that help service companies begin to think differently and grow their business.
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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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