The Analysis of Integrated Branding Strategy for Pharmaceutical Industry

Abstract

Consumers pay in return for the convenience, service and satisfaction they receive from the service, not for ownership of the service. Service is an activity or benefit that one person can offer to another which is essentially intangible and does not result in ownership of anything. The existence of very busy peak periods is a problem in itself for service marketing. This is the basis for consumers to be able to buy products or services from the same place repeatedly and not switch to other competing companies.