服务营销.[英文原版].Christopher Lovelock.chapter 7.docVIP

Chapter 7 Positioning Services in Competitive Markets To succeed in our over communicated society, a company must create a position in the prospect’s mind ,a position that takes into com side ration not only a company’s own striates and weak nesses, but those of its competitors as well. 桝L REIS AND JACK TROUT The essencc of strategy is choosing foto perform activifies differenfly than rivals do 桵ICHAL PORTER Ask a group of in different service businesses how they managers compete, and the chances are high that many will say simply, on service. Press them a little further, and