Service marketing is one of the most difficult areas of professional activity. You cannot touch the main product of your company, hear it or see it... Then how to sell it, stimulate sales, increase the number of sales? Harry Beckwith's book, based on the author's twenty-five years of experience working with thousands of business professionals, brings marketing knowledge to readers through practical examples of the work of both large companies such as Federal Express and Citicorp, and small private enterprises. The book is concise, fascinating and contains hundreds of practical and easy-to-implement techniques and strategies that are used in the field of services marketing. The book is aimed at specialists in the field of services marketing, as well as students and teachers of economic universities.