Services Marketing, 2nd Edition

17

External Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

• Understand the importance of external marketing

• Understand the design of integrated marketing communications

• Identify the decision areas in designing communication campaign

• Understand the impact of word-of-mouth communication

• Understand the success strategies of external marketing

Each time there is a bomb blast, there is a 10 per cent increase in demand for security systems and a substantially higher increase in the demand for physical security services. The demand is from government offices to corporate facilities, private homes, neighbourhoods and shopping centres; virtually every organization is looking for ways to protect itself from the terror ...