Planning for Higher Education Journal

Marketing Intangible Services

Journal Cover
From Volume 26 Number 3 | Spring 1998
By Thomas Hayes

Book review of Selling the Invisible: A Field Guide to Modern Marketing, by Harry Beckwith. Warner books, 1997. 250 pages. ISBN 0-446-52094-2. Pull quotes: "In services, you are asking a person to make a purchase decision about something he or she cannot see, hear, taste, or feel."

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