Question
Some other 'how-to-think-about' books in the field of marketing include 'Contagious: How to Build Word of Mouth in the Digital Age' by Jonah Berger, 'Influence: The Psychology of Persuasion' by Robert Cialdini, and 'Made to Stick: Why Some Ideas Survive and Others Die' by Chip Heath and Dan Heath.
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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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