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050 _aHD9980.5
_b.S47 2020 EB
082 0 4 _a658.8
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245 1 0 _aServices Marketing Issues in Emerging Economies :
_cedited by Atanu Adhikari
250 _a1st ed
260 _aSingapore
_bSpringer Singapore
_c2020
300 _a1 recurso en línea
336 _2rdacontent
_aTexto (visual)
_btxt
337 _2rdamedia
_aelectrónico
_bc
338 _2rdacarrier
_arecurso electrónico
_bcr
490 0 _aSpringer eBooks
505 0 _aServicescape 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
520 _aThis 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
538 _aForma de acceso: World Wide Web
650 7 _2embne
_929129
_aGestión de marketing
700 1 _aAdhikari, Atanu
710 2 _aSpringerLink
856 4 0 _uhttps://go.openathens.net/redirector/universidadeuropea.es?url=http://doi.org/10.1007/978-981-15-8787-0
_zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942 _2lcc
_cLE
998 _db