Overview
Preface -- Introduction -- Integrated service marketing communications -- Defining target audience -- Specifying service communication objectives -- Crafting effective service communication messages -- The services marketing communication mix -- Timing decisions of services marketing communication -- Budget decisions and program evaluation -- Ethical and consumer privacy issues in communications -- The role of corporate design -- Integrated marketing communications -- Conclusion -- Summary -- Endnotes
- | Author: Jochen Wirtz
- | Publisher: Ws Professional
- | Publication Date: Oct 14, 2017
- | Number of Pages: 80 pages
- | Language: English
- | Binding: Paperback
- | ISBN-10: 1944659218
- | ISBN-13: 9781944659219
