Kumpulan Jurnal Penelitian

FOKUS EKONOMI, APRIL 2004 PERBEDAAN KARAKTERISTIK JASA DIBANDINGKAN PRODUK MANUFAKTUR IMPLIKASINYA TERHADAP STRATEGI KOMUNIKASI JASA Oleh : Christina Whidya Utami Dosen Fakultas Ekonomi Unika Widya Mandala - Surabaya ABSTRACT Communication is the most visible or audible of marketing activities, but its value is limited unless it’s used intelegently in conjunction with other marketing efforts. Developing a communications strategy for intangible services differs in important respects from advertising and promoting physical goods. Several of the differences distinguishing services from goods have important marketing communications implications through communication, marketers inform existing or prospective customers about service features and benefits, price, and others costs, the channels through which service is delivered, and when and where it is available. The options in the marketing communication mix include paid advertising, personal selling and customer service, sales promotion an...