Services and advertising effectiveness. An empirical study of the Dutch health insurance market.

As the title indicates, this book is on services and advertising. As mentioned in the introduction, delivering a good service does not happen by accident. On the contrary: services must be managed and marketed. Services also require planning in order to develop a strategy aimed at the outperformance of competitors in satisfying consumer needs within the organisation's objectives and competences. Services must also be communicated toward the organisation's target groups, the customers and prospective consumers, but as we have seen also toward its employees. The purpose of this book is to answer the central question, reflected in its title: what can we say about the effectiveness of advertising when services are involved and what problems do services meet when being advertised? ... Zie: Summary and conclusions