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The early chapters of 'Selling the Invisible' emphasize the importance of objective thinking about the effectiveness of current marketing efforts. It encourages businesses to assume that their current service levels are inadequate and to understand that everything a company does is marketing. The book aims to help companies realize the value of their customers in better defining and presenting the services they offer.
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The early chapters of the book, such as "Surveying and Research: Even Your Best Friends Won't Tell You" and "Marketing is Not a Department" focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Asked on the following book summary:
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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