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.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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