The 'how-to-think' approach can be used to measure the effectiveness and value of a service by encouraging a different perspective on marketing elements. It involves asking specific questions like 'What am I good at?' and conducting exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach allows for a creative view on these elements, which can help in assessing the service's value and effectiveness.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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