Service Marketing Communications

Jochen Wirtz

Chapter 7 in Winning in Service Markets:Success through People, Technology and Strategy, 2016, pp 210-264 from World Scientific Publishing Co. Pte. Ltd.

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

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 (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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