Selling the Invisible: A Field Guide to Modern Marketing by: Harry Beckwith

Title-ID:           TB1179

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 Harry Beckwith / ISBN 9781600241017 / Hachette Audio / 2008 / Audio CD (2) / 3 hrs / TB1180

From the Publisher:

 The transformation from a manufacturing-based economy to one that's all about service has been well documented. Today it's estimated that nearly 75 percent of Americans work in the service sector.
 Instead of producing tangibles--automobiles, clothes, and tools--more and more of us are in the business of providing intangibles--health care, entertainment, tourism, legal services, and so on.
 However, according to Harry Beckwith, most of these intangibles are still being marketed like products were 20 years ago.