SERVICE MARKETING COMMUNICATIONS

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An effective service marketing communications strategy hinges on a deep understanding of the service product and its target buyers. Key factors include market segmentation, media exposure, consumer awareness, and attitudes toward the product. This volume, part of the Winning in Service Markets Series by Jochen Wirtz, combines academic research with practical insights, showcasing best practices and emerging trends in services marketing and management globally. It aims to equip both scholars and industry professionals with the tools needed for success in service markets.