Services Marketing and Customer Relationship Management / Dinesh Kumar.

Format:

Book

Author/Creator:

Kumar, Dinesh, author.

Language:

English

Subjects (All):

Relationship marketing.

Service industries--Marketing.

Service industries.

Physical Description:

1 online resource (269 pages)

Edition:

First edition.

Place of Publication:

Burlington, ON : Toronto Academic Press, [2024]

Summary:

This book, authored by Dinesh Kumar, provides an in-depth exploration of services marketing and customer relationship management (CRM). It addresses the unique challenges and opportunities in marketing intangible services such as healthcare, education, financial services, and hospitality. The book emphasizes the importance of CRM in building long-term customer relationships, using customer data to tailor services, and delivering exceptional service to enhance customer satisfaction and loyalty. It covers topics such as market research, service differentiation, quality management, pricing strategies, and distribution channels. With practical insights and strategies, this guide is suitable for both beginners and experienced professionals in the field of marketing. Generated by AI.

Contents:

Cover

Title Page

Copyright

About The Author

Contents

List of Figures

List of Table

List of Abbreviations

Preface

Chapter 1: Introduction To Services Marketing

Unit Introduction

1.1. Services Sector In The Global Economy

1.2. The Nature Of Services

1.3. Consumer Behavior In Services

1.4. The Services Marketing Mix

1.5. Services Marketing Strategy

1.6. The Service Product

Summary

Review Questions

Multiple Choice Questions

References

Chapter 2: Customer Relationship Management (CRM) In Services

2.1. Customer Experience Focus

2.2. Microsoft Dynamics CRM

2.3. Importance Of CRM In The Service Industry

2.4. Process Of Developing Customer Relationships

2.5. Major Application Components Of CRM System

2.6. Stages In The Customer Relationship Cycle

2.7. Sources Of Expectations Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781779561442

177956144X

OCLC:

1450099289