Strategic services marketing
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3. There are four key elements to the service communications mix. They are personal selling, media advertising, publicity and public relations and sales promotions. Taking the example of an insurance company such as Geico, we can see how these different elements can be applied to services marketing
Personal selling is a key component on the insurance business. Agents must not only identify customers on their own, but they must also convert the leads that come to them via other promotional means. The service itself is not personal in nature, but the relationship that the agent forges with the customer is critical not only to winning the business but to driving a new business......
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