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

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Chapter 7. Promoting Services and Educating Customers

Learning Objectives

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

Image LO 1 Be familiar with the role of marketing communications in services.

Image LO 2 Understand the challenges of service communications.

Image LO 3 Know the 5 Ws of marketing communications planning.

Image LO 4 Be familiar with the marketing ...

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