Service Marketing Communications

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