Strategic Marketing Management and Tactics in the Service Industry

  • 7h 21m
  • Tulika Sood
  • IGI Global
  • 2017

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.

Strategic Marketing Management and Tactics in the Service Industry 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.

About the Author

Tulika Sood is an Assistant Professor at JECRC Univeristy, Jaipur, India. She has more than 10 years of experience in Academics, Research and Industry. She has Published Papers and chapters in many national and international journals and books. She is the author of a book titled Customer Perceived Service Quality & Perceived Value in Life Insurance: Evidences from LIC & HDFC LIFE in Rajasthan published with -LAP LAMBERT Academic Publishing, Germany.

In this Book

  • Service Marketing: An Overview
  • Services Marketing: A Sector of the Current Millennium
  • Marketing of Services: New Paradigm and Perspectives
  • An Analysis of the Relationship between Quality Factors and Customer Loyalty for Success of Firms in the Service Industry: A Case Study
  • Marketing of Banking Services in India
  • Mutual Fund: Marketing Mix and Promotional Strategies
  • Marketing of Microfinance for Rural Women: Evidences from Rajasthan
  • Marketing of Agricultural Commodities in India
  • Hospitality Marketing: Strategic Issues
  • Promoting Service Innovation and Knowledge Management in the Hospitality Industry
  • Strategic Healthcare Service Management
  • Marketing of Tourism Industry: Enhancing Services through Marketing Mix Elements
  • Glocalization in Fast Food Chains Glocalization in Fast Food Chains: A Case Study of McDonald's