00867cam a2200181 a 4500 9780446520942 0446520942 ENG 658.81 BEC Beckwith, Harry Selling the invisible : a field guide to modern marketing / Harry Beckwith. New York : Warner Books , 1997. xx, 252 pages ; 20 cm. Includes bibliographical references (p. 246-250). 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. Service industries Marketing. ddc BK 23990 23990 0 0 ddc 0 0 IPE IPE S Campus 2025-08-18 Gifted by M.J. Rama Krishna 0 658.81 BEC 50228 2025-08-18 13:20:40 2025-08-18 BK