TY  - BOOK
AU  - Beckwith,Harry
TI  - Selling the invisible: a field guide to modern marketing 
SN  - 9780446520942
U1  - 658.81 
PY  - 1997///
CY  - New York
PB  - Warner Books , 
KW  - Service industries
KW  - Marketing
N1  - 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
ER  -