"Selling the Invisible: A Field Guide to Modern Marketing" is a book written by Harry Beckwith, published in 1997. The book is a guide to modern marketing, and it offers practical advice on how to effectively market intangible products and services.
In the book, Beckwith argues that marketing intangible products and services is fundamentally different from marketing tangible products, and he offers strategies and techniques for successfully marketing these types of products.
The book is divided into three parts, each of which covers a different aspect of modern marketing.
In the first part, Beckwith discusses the importance of understanding customer needs and building relationships with customers.
In the second part, he explores the role of branding and positioning in modern marketing.
In the final part of the book, Beckwith offers practical advice on how to effectively market intangible products and services.
"Selling the Invisible: A Field Guide to Modern Marketing" is a valuable resource for businesses that sell intangible products and services, and for anyone who wants to understand the principles of modern marketing.