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 |
