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What is Understanding Service Marketing Concepts about?

This document discusses service marketing and the service marketing mix. It defines a service as an intangible economic activity that is not tangible, cannot be stored, and does not result in ownership. The key characteristics of services are that they lack ownership, are intangible, inseparable from their provider, and perishable. The service marketing mix includes the traditional 4 Ps as well as physical evidence, participants, and process. Physical evidence includes tangible cues about a service. Partici

Author

gaurav_john

Language

EN