In the course of my consultancy work I come across many businesses which offer a service rather than a product.  Service based businesses need to add a few extra elements to their marketing because there is not a physical product to sell that is exactly the same for whoever buys it, physical products can be seen, touched, smelt etc. and purchasers are able to evaluate the product quality easily - this is not the case with services (they are different for each person that buys them, you can...
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