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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
Service Branding and Positioning 249
even if in di erent areas and create a common ground for the customers to
symbolize or label a company.
As shown in Fig. 12.1, S. Knox and D. Bikerton have identi ed six conven-
tions of corporate brand management:
14
brand context, brand construction,
12.2 Services Marketing Insight
Indian Consumers’ Brand Loyalty and Performance
Rating of Select Service Brands
Customer Satisfaction Management and Measure-
ment (CSMM), a Delhi-based specialist unit of IMRB
International, conducted a study on customer
experience which reflects how customers rate a
brand’s performance and customer loyalty. The
findings of ...
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Publisher Resources

ISBN: 9781306254410