Service Marketing Book PDF

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Name Service Marketing Book
Pages 286
Size 8.7 MB
Language English
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Service Marketing Book

Services marketing is a specialised branch of marketing. Services marketing emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods.

Services marketing typically refers to both business to consumer (B2C) and business-to-business (B2B) services, and includes marketing of services such as telecommunications services, financial services, all types of hospitality, tourism leisure and entertainment services, car rental services, health care services and professional services and trade services.

What are the 7p’s of service marketing?

  • Product
  • Price
  • Place
  • Promotion
  • People
  • Process
  • Physical evidence

Service Marketing Types

  1. Internal marketing
  2. External marketing
  3. Interactive marketing

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