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.
- ISBN13 9781944659219
- Publish Date 14 October 2017 (first published 4 September 2017)
- Publish Status Active
- Publish Country US
- Imprint World Scientific Publishing Co Inc (USA)
- Format Paperback
- Pages 82
- Language English
- URL https://worldscientific.com/worldscibooks/10.1142/y0007