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It's important for companies to realize that everything they do is marketing because every action they take can influence their customers' perception of their brand. This includes not only traditional marketing efforts, but also customer service, product quality, and even the company's internal culture. By recognizing this, companies can ensure that all aspects of their operations align with their brand image and marketing goals.
Question was asked on:
The early chapters of the book, such as "Surveying and Research: Even Your Best Friends Won't Tell You" and "Marketing is Not a Department" focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Asked on the following book summary:
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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