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Defining a service contributes to its marketing by providing a clear understanding of what the service is, what it offers, and how it benefits the customer. This clarity helps in creating effective marketing strategies and messages that resonate with the target audience. It also helps in understanding the prospects and their buying behavior, which are crucial for successful marketing.
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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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