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Journal cover: Journal of Services Marketing

Journal of Services Marketing

ISSN: 0887-6045

Online from: 1987

Subject Area: Marketing

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Services communications: from mindless tangibilization to meaningful messages


Document Information:
Title:Services communications: from mindless tangibilization to meaningful messages
Author(s):Banwari Mittal, (Professor of Marketing, Northern Kentucky University, Highland Heights, Kentucky, USA)
Citation:Banwari Mittal, (2002) "Services communications: from mindless tangibilization to meaningful messages", Journal of Services Marketing, Vol. 16 Iss: 5, pp.424 - 431
Keywords:Advertising, Consumer behaviour, Intangible assets, Marketing communications, Services marketing
Article type:General review
DOI:10.1108/08876040210436894 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Service businesses face a unique challenge: how to effectively communicate the necessarily intangible benefits of their service offering. Their attempts to tangibilize the service are often ill-designed, making service benefits more rather than less obscure. This article presents a scheme that identifies the communication task at various stages of consumer decision making and then matches appropriate communication strategies. Rather than embracing misguided tangibilization, the recommended strategies handle the intangibility challenge without necessarily using any tangible props.



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