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Продавая незримое. Руководство по современному маркетингу услуг
- Гарри Беквит. Ключевые идеи книги
- Narrated by: Татьяна Маерс
- Length: 39 mins
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Продавая незримое. Руководство по современному маркетингу услуг
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Publisher's summary
Книга "Продавая незримое" Гарри Беквита названа одной из десяти лучших книг по бизнесу и менеджменту всех времен. Это исчерпывающее пособие по маркетингу с рекомендациями по продвижению и примерами успешно проведенных кампаний. Успех Диснея и Макдоналдса кроется не в продаже гамбургеров и не в производстве кино. Задача любого продавца - очаровать покупателя, торговать услугами, а не продуктами. Такова реальность нового рынка. Вы продаете не пылесосы, а чистоту в доме. Не фильтры для воды, а здоровье всей семьи. Гарри Беквит рассказывает, как привлечь клиентов, не используя завышенных обещаний. Как, улучшая услуги, правильно доносить до клиента информацию о ваших усилиях. Ведь невозможно увидеть чистоту, если она ничем не подчеркнута. Маркетинг - это и есть искусство продавать незримое.
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