ts 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. ...
