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Keywords: Positioning
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2022) 33 (4-5): 552–564.
Published: 22 April 2022
... is to integrate insights from service, branding and communication research to present key principles of a successful transformative value positioning for service brands. This paper uses a conceptual approach that is rooted in the service, branding and communication literature. Third, while...
Journal Articles
Journal:
Journal of Service Management
International Journal of Service Industry Management (1993) 4 (1): 25–35.
Published: 01 March 1993
...Sally Dibb; Lyndon Simkin In a recent article advertising agency boss Stephen King suggested that now is the time to revitalize the marketing of brands for the 1990s, and in particular to develop branding and positioning in services marketing. Argues that King′s comments do not do justice...
