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Service Marketing Communications

In: Winning in Service Markets Success through People, Technology and Strategy

Author

Listed:
  • Jochen Wirtz

Abstract

The following sections are included:INTEGRATED SERVICE MARKETING COMMUNICATIONSDEFINING TARGET AUDIENCESPECIFYING SERVICE COMMUNICATION OBJECTIVESCRAFTING EFFECTIVE SERVICE COMMUNICATION MESSAGESTHE SERVICES MARKETING COMMUNICATIONS MIXTIMING DECISIONS OF SERVICES MARKETING COMMUNICATIONSBUDGET DECISIONS AND PROGRAM EVALUATIONETHICAL AND CONSUMER PRIVACY ISSUES IN COMMUNICATIONSTHE ROLE OF CORPORATE DESIGNINTEGRATED MARKETING COMMUNICATIONSCONCLUSIONCHAPTER SUMMARY

Suggested Citation

  • Jochen Wirtz, 2016. "Service Marketing Communications," World Scientific Book Chapters, in: Winning in Service Markets Success through People, Technology and Strategy, chapter 7, pages 210-264, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781944659066_0007
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    More about this item

    Keywords

    Services Marketing; Marketing; Consumer Behavior; Positioning Services; Service Process; Service Environment; Service Advantage; Customer Relationships; Managing Relationship and Building Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality and Productivity; Service Leadership;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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