A company can ensure that its marketing efforts are aligned with its service offerings by learning to objectively think about the effectiveness of current marketing efforts. This includes realizing that everything a company does is marketing and that customers are a valuable resource in better defining and presenting the services being offered. It's also important to not assume that current service levels are adequate, but to continually strive for improvement.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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