Marketing strategies and techniques that are used in different business sectors are not universal. Service marketing differs markedly from product marketing, because a service is intangible-it cannot be seen, heard, or touched. Harry Beckwith, one of the world's leading experts in the field of service promotion, uses real business examples to show how to use marketing tools such as price, brand, service "packaging" and customer relationship in practice. The book is written in a lively, engaging language and contains many practical and innovative ideas, techniques and strategies. The book is aimed at specialists in the field of marketing services, as well as students and teachers of economic universities.