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Service Marketing: Challenges in Telecommunication

Dr. Vijay B. Bairagi Dr. J.R. Bhor

A service is the action of doing something for someone or something. It is largely intangible.You cannot touch it. Youcannot see it. Youcannot taste it. Youcannot hear it. Youcannot feel it. So a service context creates its own series of challenges for the marketing manager since he or she must communicate the benefits of a service by drawing parallels with imagery and ideas that are more tangible.