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What is Overview of Service Characteristics and Marketing about?

This document provides an introduction to services and discusses key challenges in marketing services. It begins by defining services as intangible deeds, processes, and performances that are generally produced and consumed simultaneously. The document then outlines some challenges in services like defining quality, communicating new services, and coordinating different business functions. Several examples of common service industries are given such as healthcare, professional services, hospitality, and tra

Author

Bhavya Venkatesh

Language

EN