Service Marketing Communication

Service Marketing Communication

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 at...

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Bibliographic Details
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.
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520 # # |a 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. 
650 # 0 |a Communication in marketing 
650 # 0 |a Service industries  |x Marketing 
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