Service marketing
· Defining markets
· Quantifying the needs of the customer groups within these markets
· Determining the value propositions to meet these needs
· Communicating these value propositions to all those people in the
organization responsible for delivering them and getting their buyin to
their role
· Playing an appropriate part in delivering these value propositions to the
chosen market segments
· Monitoring the value actually delivered
Chapter 2 Basically this chapter considers the nature of services and relationship marketing. Services
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