This text is a brief version of book "Selling invisible".(i)"New marketing - more than method to do something, it is thinking character.He is begun with understanding of distinctive features of service - her invisibility and intangibility - and features of potential consumers and users of this service : their fear, shortage of time, frequently illogical ways they come that to the decision-making, major stimuli and necessities qualificatory their behavior".(/i)Harry БеквитAn author of book Harry Беквит is a graduating student of the Stanford university, founder of company Beckwith Advertising and Marketing, possessor of bonus Effie to the American marketing association. Беквит - one of the specialists respected in the world in area of marketing and advertisement, after his shoulders 25-years-old experience with thousands of professional businessmen.Being not by hearsay acquainted with a "kitchen" marketing, in the book he is divided by the personal experience, how to sell, stimulate a sale and increase the number of sales of such specific commodity, that does not have a smell, sound, form, as SERVICE.That does mean "sale of services"? It, in fact, sale of promise. Service can not be touched, try, smell - she is non-material. It is impossible to understand in the moment of purchase, she is good or bad, and it is practically impossible beforehand to compare her to other by service. Estimating a result is possible only since already done service. But again, as far as exact will be an estimation? Which is a percent of objectivity, subjectivity? Where guarantees, that, for example, the hair-do done in expensive and prestige salon-barbershop will not be able to be similarly skilfully done in an ordinary barbershop and at price far below, and the advertisement campaign of commodity, conducted by the known advertising agency, with the same will not yet not so known advertisement firm be able to conduct success and resonance while?About similar complications and methods of their permission, about that, how to attract and - mainly!!! - to retain a client, however to get lost in the ocean of competitive activity, do the business knowable and respected, - about it and other great deal an author tells.A narration is built on a chart: an example (interesting, practical) is explanation (easy to understand, with by the analysis of positions of parties) is a conclusion (with instruction, how to operate in a concrete situation). It is collection of advices the family, but not dry, theoretical, and living, supported by prime examples. Summing up conclusions are so thin, exact and исчерпывающи, that is released from the necessity of additional marks - all is said in them.We remind that this text is a summary of book