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In Beckwith's approach to marketing, entertaining and revealing stories play a crucial role. They are used as examples and to emphasize key points. These stories, drawn from major corporations and artists, help service companies to think differently and grow their business.
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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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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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