A company can objectively evaluate the effectiveness of its current marketing efforts by adopting a critical mindset and not assuming that current service levels are adequate. It should consider all its actions as part of its marketing strategy. Moreover, it can leverage its customers as a valuable resource for better defining and presenting the services being offered. Feedback and surveys can also be used to gather insights about the effectiveness of marketing efforts.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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