Service Marketing Communications

by Jochen Wirtz

Overview

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.

Product Details

ISBN-13:	9781944659233
Publisher:	World Scientific Publishing Company, Incorporated
Publication date:	09/04/2017
Series:	Winning in Service Markets Series , #5
Sold by:	Barnes & Noble
Format:	eBook
Pages:	80
File size:	5 MB

Table of Contents

Dedication 3

Preface 4

Introduction 7

Integrated Service Marketing Communications 9

Defining Target Audience 11

Specifying Service Communication Objectives 13

Strategic Service Communications Objectives

Tactical Service Communications Objectives

Crafting Effective Service Communication Messages 19

Problems of Intangibility

Overcoming the Problems of Intangibility

The Services Marketing Communication Mix 24

Communications Originate from Different Sources

Messages Transmitted through Traditional Marketing Sources

Messages Transmitted Online

Messages Transmitted through Service Delivery Channels

Messages Originating from Outside the Organization

Timing Decision of Services Marketing Communication 54

Budget Decisions and Program Evaluation 55

Ethical and Consumer Privacy Issues in Communications 56

The Role of Corporate Design 59

Integrated Marketing Communications 60

Conclusion 62

Summary 63

Endnotes 69

About the Author 77

Acknowldgments 78