The book reflects Beckwith's 25 years of experience as a marketing professional and offers hundreds of practical insights into the practice of marketing. You'll probably be relatively satisfied even before you strike the deal to buy the car. That makes marketing a service a much different proposition because you have to supply a lot of missing things to reassure people. In the introduction to your book, you write that we are living in the age of commodities.
Services are hard to tell apart because they are invisible.
When people start perceiving things as relatively equal, they become commodities and the battle then turns into a pricing war. The objective on both the product and service sides is to remove that image of a commodity in a way that gets people to pay a good and sometimes a premium price for it. You really don't. With products, you can go to Consumer Reports to help you. With a service, it's really difficult.