Building the Service Description

January 1st, 2018

Summary

Capturing the four elements of product, place, price, and promotion is a crucial, but often neglected, step in defining the characteristics of a service offering to differentiate it from the competition. This report describes best practices for creating a service description, a key deliverable in the design stage of the cross-functional services development and delivery process (see The Forrester Services Marketing And Management Model).

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