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Selling the Invisible

A Field Guide to Modern Marketing
Summary:

The book provides insights into marketing services as opposed to physical products, emphasizing the importance of understanding customer perceptions, relationships, and the intangible aspects that drive service-based business success. It offers practical advice and strategies for effectively communicating value, building a strong brand, and creating a customer-centric approach in a market where the offerings are not tangible.

Key points:

1. Service Importance: Beckwith states that service quality is crucial in today's economy, both for customers and within a company.

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