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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 3. Positioning Services in Competitive Markets

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Understand how the customer, competitor and company analysis (i.e., the 3 Cs) helps to develop a customer-driven services marketing strategy.

Image LO 3 Segment customers by needs first before using other common bases to further identify and profile the segments.

Image LO 4 Distinguish between important and determinant attributes ...

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