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Services marketing issues in emergin...

Adhikari, Atanu.

Services marketing issues in emerging economies

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Services marketing issues in emerging economiesedited by Atanu Adhikari.
其他作者:	Adhikari, Atanu.
出版者:	Singapore :Springer Singapore :2020.
面頁冊數:	xvi, 195 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Service industriesMarketing.Developing countries
電子資源:	https://doi.org/10.1007/978-981-15-8787-0
ISBN:	9789811587870$q(electronic bk.)

Services marketing issues in emerging economies
Services marketing issues in emerging economies[electronic resource] /edited by Atanu Adhikari. - Singapore :Springer Singapore :2020. - xvi, 195 p. :ill., digital ;24 cm.

Servicescape and E-servicescape Design Issues in Emerging Markets: Imperatives, Challenges, and Agenda Setting -- Designing the Service Experience for Online Shoppers in Emerging Economies -- Service Issues affecting Consumer Behaviour towards E-commerce Purchases in India -- E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications -- Institutional Arrangements and Inter-Organizational Governance in Service Companies -- Distribution Service Issues in Emerging Rural Markets With Special Reference to India -- Marketing-Mix and Customer Loyalty in Services Marketing.

This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.

ISBN: 9789811587870$q(electronic bk.)

Standard No.: 10.1007/978-981-15-8787-0doiSubjects--Topical Terms:

883928
Service industries
--Marketing.--Developing countries

LC Class. No.: HD9989.D44 / S47 2020

Dewey Class. No.: 658.8091724

Services marketing issues in emerging economies
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520 $a This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.
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