TY  - BOOK
AU  - Wirtz, Jochen
TI  - Service marketing communications
SN  - 9781944659219
U1  - 658.802 
PY  - 2018///
CY  - Singapore
PB  - WS Professional
KW  - Communication in marketing
KW  - Service industries
KW  - Marketing
N1  - 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
ER  -