Beckwith's book helps service companies grow their business by providing a different approach to marketing and selling services. It offers effective tips and reminders, uses entertaining and revealing stories from major corporations and artists as examples, and encourages service companies to think differently. The book is not just a 'how-to' guide but a 'how-to-think-about' book, which is crucial for service companies as their product is abstract and its effectiveness and value are hard to measure from a customer's perspective.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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