A company can overcome the abstract nature of services in their marketing efforts by focusing on learning how to objectively think about the effectiveness of their current marketing efforts. They should assume that current service levels are inadequate and realize that everything a company does is marketing. The emphasis should be on helping companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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