Services Marketing Issues in Emerging Economies (Paperback, 1st ed. 2020)

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.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	February 2022
First published:	2020
Editors:	Atanu Adhikari
Dimensions:	235 x 155mm (L x W)
Format:	Paperback
Pages:	195
Edition:	1st ed. 2020
ISBN-13:	978-981-15-8789-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Industry & industrial studies > Service industries > General
LSN:	981-15-8789-2
Barcode:	9789811587894

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