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Unit 1 marketing of services service is the action of doing something for someone or something. A service tends to be an experience that is consumed at the point where it is. Marketing strategy and competitive positioning 5th edition. Part ii developing a brand strategy 37 chapter 2 customerbased brand equity and brand positioning 37 chapter 3 brand resonance and the brand value chain 76 part iii designing and implementing brand marketing programs 111 chapter 4 choosing brand elements to build brand equity 111. Showing all editions for marketing strategy and competitive positioning sort by. This framework provides students with the tools and techniques to. The theory and practice of strategy in business organizations s. Marketing strategy and competitive positioning pearson he uk.
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