The book was recommended to me so long ago that I forget the operator who first suggested it. Now, after having read it, I really regret not having done so earlier. "Selling the Invisible," by Harry Beckwith, addresses a subject of overriding significance to every reader of this magazine, as well as for those of us in publishing and other businesses where our responsibilities have to do with providing, enhancing and maintaining services. "Services are not products, and ...

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