The 'how-to-think' approach, as outlined in the book, encourages a different, creative view towards effective marketing elements. It prompts individuals to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach can help in measuring the effectiveness and value of a service by encouraging a deeper understanding of the service, the prospects, and the customer's buying behavior.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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