SELLING THE INVISIBLE A Field Guide to Modern Marketing

Listeners not familiar with Beckwith's 1997 classic will love hearing his timeless wisdom on marketing hard-to-define products such as services. "The core of service marketing is the service itself," he says in this expert lesson, which also stresses the value of practices like seeking customer feedback, acting decisively, continually refining the value of the service, and keeping passion in customer relationships. Listeners will also love the emotional tone of Jeffrey Jones's narration. He stays relaxed—as if he’s participating in an armchair talk with friends—but he also knows how to highlight key ideas with subtle phrasing that intensifies without sounding dramatic or clever. His narrative smoothness is ideal for an important business lesson like this. T.W. © AudioFile 2009, Portland, Maine [Published: JUNE 2009]