Strategic marketing management and tactics in the service industry
Başlık:
Strategic marketing management and tactics in the service industry
ISBN:
9781522524762
Yayın Bilgileri:
Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, PA 17033, USA) : IGI Global, [2017]
Fiziksel Tanımlama:
PDFs (393 pages) : illustrations.
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.
Abstract:
"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.
Added Author:
Elektronik Erişim:
Full Text Available From IGI Global 2017 Packages
Dil:
English