Harry Beckwith is a renowned marketing expert who has a unique perspective on service marketing. He believes that marketing and selling a service requires a completely different approach than marketing and selling a physical product. According to Beckwith, services are abstract and their effectiveness and value are hard to measure from a customer's point of view. Therefore, service companies need to think differently and use effective strategies to grow their business.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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