Gelmi\u015f ge\u00e7mi\u015f en iyi on pazarlama kitab\u0131ndan biri olarak an\u0131lan G\u00f6r\u00fcnmeyeni Satmak, hizmet ve \u00fcr\u00fcn pazarlamas\u0131 aras\u0131ndaki fark\u0131 vurgulayarak hizmet sat\u0131n almak isteyen m\u00fc\u015fterinin d\u00fc\u015f\u00fcnce tarz\u0131n\u0131 ve hizmet sekt\u00f6r\u00fcn\u00fcn i\u015fleyi\u015fini inceliyor. Ancak, hizmet sekt\u00f6r\u00fcn\u00fc geni\u015f bir \u00e7er\u00e7evede tan\u0131mlayarak, “\u00fcr\u00fcn” gibi g\u00f6r\u00fcnen, s\u00f6zgelimi Nike spor ayakkab\u0131s\u0131n\u0131n pazarlanmas\u0131nda bile sat\u0131\u015fa s\u00fcr\u00fclenin \u00fcr\u00fcn\u00fcn \u00f6tesinde, bir insan ili\u015fkisi, bir beklenti, bir duygu oldu\u011funa da dikkat \u00e7ekiyor.\u00d6rnekler bebek bak\u0131c\u0131s\u0131 Kate’den Federal Express’e, \u00e7ok farkl\u0131 hacim ve konulardaki i\u015flerden al\u0131nm\u0131\u015f.”\u00dcr\u00fcn somut bir \u015feydir. Onu g\u00f6r\u00fcr ve ona dokunabilirsiniz. Ama hizmet elle tutulamaz. Hatta, \u00e7o\u011fu zaman sat\u0131n almadan \u00f6nce yoktur bile. Bir kuaf\u00f6re gitti\u011finizde, sa\u00e7\u0131n\u0131z\u0131 \u00f6nce kestirir sonra sat\u0131n al\u0131rs\u0131n\u0131z. \u00d6nce sipari\u015f verir, sonra al\u0131rs\u0131n\u0131z” diyen Beckwith’in bu kitab\u0131, pazarlad\u0131\u011f\u0131n\u0131z ne olursa olsun, size ufuk a\u00e7\u0131c\u0131 g\u00f6r\u00fc\u015fler kazand\u0131racakt\u0131r.”\u015eimdiye kadar yaz\u0131lm\u0131\u015f en iyi i\u015f kitab\u0131…”-Joel Abrahmson, Merrill Lynch Sigortac\u0131l\u0131k \u015eti.”Hizmet sekt\u00f6r\u00fcndeki herkesin, yani hepimizin okumas\u0131 gereken bir kitap…”;-Roger Dow, Marriott Otelleri VP ve Sat\u0131\u015f M\u00fcd\u00fcr\u00fc”Konusundaki en yenilik\u00e7i ve sezgilere yer veren kitap. Son derece pratik ve okunmas\u0131 kolay…”-Bir Okur<\/p>\n","protected":false},"excerpt":{"rendered":"
Gelmi\u015f ge\u00e7mi\u015f en iyi on pazarlama kitab\u0131ndan biri olarak an\u0131lan G\u00f6r\u00fcnmeyeni Satmak, hizmet ve \u00fcr\u00fcn pazarlamas\u0131 aras\u0131ndaki fark\u0131 vurgulayarak hizmet sat\u0131n almak isteyen m\u00fc\u015fterinin d\u00fc\u015f\u00fcnce tarz\u0131n\u0131 [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[13043,14754],"product_tag":[],"class_list":{"0":"post-698262","1":"product","2":"type-product","3":"status-publish","5":"product_cat-ekonomi","6":"product_cat-halkla-iliskiler-insan-kaynaklari","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-optimist-yayin-dagitim","10":"pa_yazar-harry-beckwith","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/698262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=698262"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=698262"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=698262"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=698262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}