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2008 | OriginalPaper | Chapter

Significance and Specifics of Communication in the Service Sector

Authors: Helmut Schneider, Bilgen Coskun

Published in: Sales & Service

Publisher: Gabler

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Communication is a crucial tool to build up a relationship with new customers and to cultivate the relationship with the existing customers within various marketing channels from both the theoretical and managerial perspectives.

Mohr

and

Nevin

state that “communication can be described as the glue that holds together the channel of distribution”

1

. This statement supports the concept of integrated communication which provides clarity, consistency and a maximum of communication impact through planning, managing and controlling the communications under one hand.

2

Metadata
Title
Significance and Specifics of Communication in the Service Sector
Authors
Helmut Schneider
Bilgen Coskun
Copyright Year
2008
Publisher
Gabler
DOI
https://doi.org/10.1007/978-3-8349-9591-9_1