Strategic marketing management and tactics in the service industry / Tulika Sood [editor].

Format:

Book

Author/Creator:

Sood, Tulika, author.

Contributor:

Sood, Tulika, editor.

Series:

Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series, 2327-5529

Language:

English

Subjects (All):

Service industries--Marketing.

Service industries.

Marketing--Management.

Marketing.

Physical Description:

PDFs (393 pages) : illustrations.

Place of Publication:

Hershey, Pennsylvania : IGI Global, 2017.

System Details:

Mode of access: World Wide Web.

Summary:

"Customer satisfaction is a critical factor to the potential success or failure of a business. By implementing the latest marketing strategies, organizations can better withstand the competitive market. [This book] is an essential reference publication that features the latest scholarly research on service strategies for competitive advantage across industries. Covering a broad range of topics and perspectives such as customer satisfaction, healthcare service, and microfinance, this book is ideally designed for students, academics, practitioners, and professionals seeking current research on best practices to build rapport with customers"--Provided by publisher.

Contents:

Service marketing: an overview / Jaya Ashish Sethi

Services marketing: a sector of the current millennium / Tulika Sood

Marketing of services: new paradigm and perspectives / Viju Mathew

An analysis of the relationship between quality factors and customer loyalty for success of firms in the service industry: a case study / Cecilia Silvestri

Marketing of banking services in India / Rakhi Arora

Mutual fund: marketing mix and promotional strategies / Shalini Chhabra

Marketing of microfinance for rural women: evidences from Rajasthan / Pallavi Mathur, Parul Agarwal

Marketing of agricultural commodities in India / Rakhi Arora

Hospitality marketing: strategic issues / Suniti Chandiok, Piyush Sharma

Promoting service innovation and knowledge management in the hospitality industry / Kijpokin Kasemsap

Strategic healthcare service management / Bhagyashri Subhash Sangamnere, Kalyani Srinivas C

Marketing of tourism industry: enhancing services through marketing mix elements / M. R. Dileep, Viju Mathew

Glocalization in fast food chains glocalization in fast food chains: a case study of McDonald's / Surbhi Mathur.

Notes:

Description based on online resource; title from PDF title page (ebrary, viewed April 7, 2017).

Includes bibliographical references and index.

ISBN:

9781522524762

OCLC:

978294894