Service Marketing Communications

by Jochen Wirtz

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...

• Format: Paperback
• Language: English
• ISBN: 1944659218
• ISBN13: 9781944659219
• Release Date: August 2017
• Publisher: Ws Professional
• Length: 82 Pages
• Weight: 0.27 lbs.
• Dimensions: 0.2" x 6.0" x 9.0"