Harry Beckwith is a marketing expert who believes that marketing and selling a service requires a completely different approach than marketing and selling a physical product. He emphasizes the importance of thinking differently and using stories from major corporations and artists to drive home key points. His approach includes providing effective tips and reminders to help service companies grow their business.

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Beckwith could have covered more on the role of technology in service marketing, the importance of customer relationship management, and strategies for online marketing. He could also delve deeper into the challenges of international service marketing and how to overcome them.

Service companies can measure their effectiveness and value from a customer's perspective through various methods. They can use customer satisfaction surveys to gather feedback on their services. They can also track customer retention rates, as a high retention rate often indicates that customers find value in the service. Additionally, they can monitor online reviews and social media comments to gauge customer perception of their service's value and effectiveness.

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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Selling the Invisible

Service companies often struggle with marketing efforts because their “product” is not a physical th...

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