Beckwith, Harry <br/><br/>
Selling the invisible :  a field guide to modern marketing / 
Harry Beckwith. 
 - New York :  Warner Books ,   1997. 
 - xx, 252 pages ;  20 cm. 
<br/><br/>Includes bibliographical references (p. 246-250). 
<br/><br/>1 Getting Started -- 2 Surveying and Research -- 3 Marketing is Not a Department -- 4 Planning: The Eighteen Fallacies -- 5 Anchors, Warts, and American Express -- 6 The More You Say, the Less People Hear -- 7 Ugly Cats, Boat Shoes and Overpriced Jewelry -- 8 How to Save $5000,000 -- 9 Holding on to What You've Got -- 10 Quick Fixes. 
<br/><br/><label>ISBN: </label>9780446520942 0446520942  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Service industries--Marketing.
<br/><br/><label>Dewey Class. No.: </label>658.81  / BEC