Guidelines for the advertising of services

Advertising a service is different from advertising a product. Because of the nature of a service, an intangible, and the nature of the product, tangible, different strategies are more effective. Some advertising strategies set standards for employees, encourage word of mouth communication, and rela...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Business horizons 1981-07, Vol.24 (4), p.52-56
Hauptverfasser:	George, William R., Berry, Leonard L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising campaigns Guidelines Service industries Services Services industry Word of mouth advertising
Online-Zugang:	Volltext
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