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.
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