Selling the Invisible: A Field Guide to Modern Marketing
She thought the book was fabulous, and so did I. It's filled with sensible marketing advice and insights into fine points that I've never considered ('Don't start by positioning your service. Instead, leverage the position you have.'). Good stuff. I also really like the way he presents the information. He manages to make most of his points in less than two pages. Everything is bite-size and you can pick up the book and put it down whenever you'd like, without losing any of the impact of the individual points he has to make. Thanks for the gift of words, Arlene!