search query: @indexterm SERVICE MARKETING / total: 230
reference: 13 / 230
| Author: | Gray, B.J. |
| Title: | Benchmarking services branding practices |
| Journal: | Journal of Marketing Management
2006 : SEP, VOL. 22:7-8, p. 717-758 |
| Index terms: | benchmarking brands marketing service marketing |
| Language: | eng |
| Abstract: | This paper shows that brand strength is linked to four main practices: investing in marketing communications to improve customer awareness and understanding of corporate and product brand values; contributing to the wider community to improve corporate reputation; improving internal communications so front-line and professional staff are kept better informed about customer needs, market changes and company initiatives, thereby enabling staff to help customers better; and improving service quality to improve market positioning. |
SCIMA