Service Marketing Communication

• Main Author: Wirtz, Jochen (Author)
• Format: Book
• Language: English
• Published: New Jersey World Scientific 2018
• Series: Winning in Service Markets Series Vol. 5
• Subjects: Communication in marketing; Service industries > Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: 78 pages illustrations 23 cm
• Bibliography: Includes bibliographical references
• ISBN: 9781944659219

Developing an effective service marketing communications strategy starts with a good understanding of the service product and its prospective buyers. It is essential to understand target market segments and their exposure to different media, consumers' awareness of the service product, their attitudes toward it, and how they can easily evaluate the products characteristics prior to purchase, and during and after consumption. Service Marketing Communications is the fifth volume in the Winning in Service Markets Series by services marketing expert Jochen Wirtz. Scientifically grounded, accessible and practical, the Winning in Service Markets Series bridges the gap between cutting-edge academic research and industry practitioners, and features best practices and latest trends on services marketing and management from around the world.