 | Managing Services
After reading this chapter you should be able to:
- Describe four unique elements of services.
- Recognize how services differ and how they can be classified.
- Explain how consumers purchase and evaluate services.
- Develop a customer contact audit to identify service advantages.
- Discuss the important roles of internal marketing and customer experience management in service organizations.
- Explain the role of the four Ps in the services marketing mix.
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