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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
External Marketing 329
INTEGRATED MARKETING COMMUNICATIONS
External marketing in services is popularly known as “promotion” in tra-
ditional marketing. To continue the traditional identity, promotion was
included as one of the components of services marketing mix. Promotion
refers to communication campaign of the organization towards external cus-
tomers to achieve organizational objectives.  e  ve important tools used for
marketing communications are
1. Advertising
2. Personal selling
3. Sales promotion
4. Publicity and public relations
5. Direct marketing
A combination of all or a few of them for achieving communication objec-
tives is called ...
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Publisher Resources

ISBN: 9781306254410