at the service carrying that brand will live up to its name and perform. Communicating and selling are also important in services industry. If a company knows that they can offer a high quality service, show it; let the other know about it, by advertising. In their advertisement, a company also needs to use visualization. Visualization will help their clients to remember the company. Additionally, Beckwith says good marketing must focus on the “buy”. A company must be able to convince the clients that they need the services that this company offers, and make it simple for clients to buy the services. The next issue that a company must also pay attention to is having a clear and specific mission statement. A mission statement needs to be followed with a concrete statement of measurable objectives. By giving clear target, the employees will know how to achieve the objectives so that the company’s mission can also be achieved. A mission statement needs to be reviewed periodically. If a mission statement use by the company does not make any changes in the employees’ behavior then the mission statement needs to be revised. Finally, after doing all the marketing activities needed to attract clients, the next step is how to nurture and keep the clients. It is essential to keep in touch with clients, always keep the clients inform about the services that you offer, if you promise something, make sure that you keep that promise, never let your clients disappointed. The last things that a company needs to do are thanking the clients and stay present. Beckwith says that: “Advertising and publicity reminds clients and former clients of the satisfying service that you once provided, and assures them that you still are around, viable, and successful.”In “summing up”, Beckwith provides a brief but precise discussion of various sources which he commends to his reader. There is a value added benefit, his s...
