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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
220 Services Marketing
A service product is
complex and very dif-
 cult to describe. The
four risks in describing a
service are oversimpli -
cation, incompleteness,
subjectivity and biased
interpretation. It is neces-
sary to put serious e orts
to  nd clarity on features
and bene ts of a service
product.
INTRODUCTION
A service is an intangible product. It cannot be photographed, touched and
veri ed. It can only be experienced. A service product is a bundle of features
and customer bene ts. It is very di cult to describe what a service product
is. According to Lynn Shostack,
1
there are four risks of attempting to describe
services in word ...
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Publisher Resources

ISBN: 9781306254410