Executive Summary (This is a document excerpt)

Many services firms give weak initial briefings when they try to describe their extensive portfolios to industry analysts. The relatively intangible nature of services, as compared with hardware, software, and telecom products that appear so much more concrete, compounds the challenge. Industry analyst relations (AR) professionals can learn from marketers who've already solved similar problems by differentiating through three new P's of the services marketing mix — people, processes, and physical evidence.

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