Selling The Invisible: A Field Guide to Modern Marketing Essay

Selling The Invisible: A Field Guide to Modern Marketing Essay

Length: 2101 words (6 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

Selling The Invisible: A Field Guide to Modern Marketing

Book Review:

Harry Beckwith is the founder of Beckwith Advertising and Marketing. He has worked with four of America’s best 100 service companies, nine Fortune 500 companies, and many smaller business and venture-capitalized start-ups.

Beckwith divides the book into eleven main topics and ends it with a “summing up”. The book mainly talks about what the marketers need to know to sell their services. This book begins with the main problem of service marketing. It then suggests how to learn what you must improve, with examples of techniques that work. Later it talks about the service marketing fundamentals: defining what business you really are in and what people really are buying, positioning your service, understanding prospects and buying behavior, and communicating.

Chapters are made in short format, they are intended to convey one point and free of jargon. The author summarizes the point in one sentence in boldface italics. Hints and tips cover the conventional four P’s of marketing, which are product, place, price and promotion, in an irreverent and iconoclastic manner, nothing is sacrosanct.
The first part of the book is about how to get started. Here Beckwith emphasizes that the core of service marketing is the service itself. A company needs to make sure that they offer the best service quality before they spend more money on promoting the company.

Beckwith says that a company needs to let their customers set the quality standard. Moreover, to stay in the competitive market, it is not enough for a company to just think how to do better in the future. They also have to think different. The services that they offer have to be different from their competitors. Beckwith says: “Create the possible service; don’t just create what the market needs or wants. Create what it would love.” A company needs to differentiate itself clearly from the other companies. Thus, since more company try to offer a service that meet the customer needs, we need to offer a service that can catch customer’s attention and a service that a customer would love.

Part Two is about survey and research. For a company to be able to improve its services is by asking everyone about it, by doing a survey. However, to have a significant result from a survey, ...


... middle of paper ...


...lue to any organization in which business relationships are less then desirable. Everything he suggests combines common sense with a sensitivity to others’ needs and interests. Indeed, almost everyone in almost any organization must constantly be “selling” various services to others within and beyond that organization. First, they must establish credibility, then trust, and finally obtain agreement to cooperate. Beckwith examines them with in business context however, in process suggest wide and deep implication relevant to all other areas of human experience.

What I like about this book is the fact of how this book is being structured. It contains short anecdotes about how other services have effectively marketed themselves. This type of structure makes it easy and interesting to read. The book gave concrete examples of how others succeeded in marketing something that was not a product.

The downside of this book is that it does not go into details. Aside from showing how other did it, the author rarely tells how to specifically apply it to your situation. However, in overall, I can say that it was an inspirational read. It gave me a whole new perspective about marketing.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

The Evolution of Modern Marketing Essay

- Introduction In order to understand marketing one must first analyze the history of production and sales as it advanced into a marketing based approach to customer satisfaction. By definition according to rdi, “marketing is a business philosophy, the process responsible for anticipating, identifying and satisfying customer current and future needs”(rdi, 2011). To appropriately cognize marketing, one must acknowledge the evolutionary progression that transpired allowing the concept of marketing to establish existence....   [tags: Marketing ]

Powerful Essays
1160 words (3.3 pages)

Marketing Concepts Of Modern Day Marketing Essay

- Modern day marketing is defined as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” According to the American Marketing Association (Definition of Marketing, 2010). This take on marketing is comparable to, but different from the traditional way of marketing, called the four Ps. The four Ps were introduced in the early 1950s and consist of product, promotion, place, and price (Tanner & Raymond, 2010, p....   [tags: Marketing, Advertising, Concept, Price]

Powerful Essays
700 words (2 pages)

Marketing Channels And The Modern Channels Essay

- Marketing is among the most important things companies need to take care of and it can be among the costliest processes. In this guide, we’ll look at the different marketing channels and compare the traditional with the modern channels. You’ll learn about some of the most common marketing tactics and the different ways to use them. Marketing channels in a nutshell Before we examine the different marketing channels in detail, it’s auspicious to brush up on the definitions. Marketing is essentially the process, which is used for highlighting a specific content to potential customers in order to convert them from potential customers to paying customers....   [tags: Marketing, Advertising, Customer service, Sales]

Powerful Essays
1105 words (3.2 pages)

Essay on Online Marketing : A Highly Dynamic Field

- Introduction Online marketing is a highly dynamic field that requires a strong foundation if you are to succeed. To be competitive in this field, you need to create a strong foundation by becoming a critical thinker as well as relentlessly creative. While internet marketing is one of the easiest ways to insinuate yourself into your customers home and mind, it is also the most challenging to pull through in such a way that your target audience enjoys the intrusion. If you are looking forward to promote your product via online marketing, you should make sure that your executing strategy is well laid out before you start....   [tags: Marketing, E-mail, Social media, E-mail marketing]

Powerful Essays
1482 words (4.2 pages)

My Plans For The Field Of Sports Marketing After Graduation Essay

- As my sophomore year approaches its end, I have begun to genuinely develop my plans for the future. I currently am an economics major in the College of Arts and Sciences with a minor in marketing; therefore, I hope to enter the field of sports marketing after graduation. Establishing a foundation in sport and marketing through my education is the first step in my path towards finding gainful employment with a career that I am passionate about. After researching my desired career field, I have developed a strategy and gained knowledge on the necessary steps to get a job at Octagon, one of the premier sports and entertainment marketing organizations....   [tags: Employment, Marketing, Marketing management]

Powerful Essays
1276 words (3.6 pages)

Social Marketing in the Field of Health in the United Kingdom Essay

- INTRODUCTION This paper will focus on Social Marketing with concentration in the field of health in the United Kingdom. A smoking cessation campaign within the UK will be critically analyse to determine the factors that creates a successful social marketing campaign in health. I will focus on the ‘Give Up Before You Clog Up’ smoking cessation campaign. Working with the British Heart Foundation (BHF),Health Education Broad for Scotland (HEBS) and the British Broadcasting Corporation, this award-winning campaign targeted smokers who had proved particularly resistant to previous efforts to quit with uncompromising images based on what smoking can do to arteries....   [tags: critical analysis in marketing campaign]

Powerful Essays
1539 words (4.4 pages)

Invisible Man Essay: Invisible Man's Emergence

- Invisible Man's Emergence   During the epilogue of Invisible Man, the narrator's invisibility "placed [him] in a hole" (Ellison 572). This leads the reader to ask questions. Why did the narrator descend underground. Will he ever emerge?  By examining his reasons for going underground, comparing and contrasting his emergence versus his staying below, why he would want to emerge, and the importance of social responsibility, one will see that Invisible Man will clearly emerge (Parker ). Before one can determine whether or not the narrator will emerge from his proverbial hole, he must asses Invisible Man's reasons for going underground (Parker )....   [tags: Invisible Man Essays]

Powerful Essays
852 words (2.4 pages)

Dreams in Invisible Man Essay

-   There are many types of dreams and many interpretations of those dreams. Dreams of power... of glory... of the past and the present... but none are as vivid as those that are found in Ralph Ellison's novel, Invisible Man. The dreams start occurring in the very beginning of Invisible Man. In the infamous "Reefer Dream", IM talks about a dream he had after he used narcotics. In this bizarre dream, IM hears a speech on "the blackness of black", is assaulted by the son of a former slave, and is run over by a speeding machine....   [tags: Ralph Ellison, Invisible Man]

Powerful Essays
665 words (1.9 pages)

The Invisible Man by Ralph Ellison Essay

- The Invisible Man by Ralph Ellison The goal of every person is to find their place in society. The journey itself is a hard one, but sometimes unforeseen obstacles make this journey nearly impossible. The book, The Invisible Man, takes us along the journey with a man that has no name. You may think that it is odd not to give the main character of a book a name, but if you think about it, what purpose does a name serve. Isn't is said that a man's actions speak louder than his words. In this story, the man's actions go hand in hand with his words, to make him desired by some, feared and hated by others....   [tags: Ralph Ellison Invisible Man Essays]

Powerful Essays
1750 words (5 pages)

Essay on Markering

- Markering Introduction Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user. Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R....   [tags: GCSE Business Marketing BTEC Coursework]

Free Essays
576 words (1.6 pages)