Marketing communications between the service firm and its customers can take many forms, some of them highly creative. In a competitive environment, effective communications play a vital role in marketing strategy, moving new customers through the purchase-decision process and helping to reinforce brand preference among existing customers. Services marketing Versus physical goods marketing The nine points that distinguishes the characteristics of services marketing from physical goods marketing are: Customers do not obtain ownership of services, …showed first 75 words of 2788 total…

…showed last 75 words of 2788 total…and sell specific products. Marketing communications, in one form or another, are essential to a company's success. Without effective communications, prospects may never learn of a service firm's existence. People might never know what the company has to offer them or hose to use the products to the best advantage. Customers might be more easily lured away by competitors and competitive offerings and there would be no proactive management and control of the firm's identity.