Selling Expertise
The view from the top of business. Presented by Evan Davis, The Bottom Line cuts through confusion, statistics and spin to present a clearer view of the business world, through discussion with people running leading and emerging companies. The programme is broadcast first on BBC Radio 4 and later on BBC World Service Radio, BBC World News TV and BBC News Channel TV.
Evan and three top executives discuss the curiosities of selling their expertise, knowledge the customer doesn't have. If consumers are in a state of relative ignorance, how can they shop around? What stops them getting ripped…
The skinny
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