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Strategic Marketing Management and Tactics in the Service Industry

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  6. Foreword
    1. ABOUT THE BOOK
    2. HIGHLIGHTS
    3. VALUE ADDITIONS
  7. Preface
    1. DISTINGUISHING CONTENT FEATURES
    2. UNIQUE STRUCTURE
    3. TARGET AUDIENCE: STUDENTS
    4. TARGET AUDIENCE: MARKETING FACULTY
    5. CONCLUDING STATEMENT
  8. Acknowledgment
  9. Chapter 1: Service Marketing
    1. ABSTRACT
    2. INTRODUCTION: THE SERVICES CONCEPT
    3. SERVICE: FEATURES
    4. CLASSIFICATION OF SERVICES
    5. NEED FOR SERVICES MARKETING
    6. SERVICE MARKETING MIX
    7. THE PRODUCT IN SERVICE
    8. PRICE IN SERVICES
    9. PROMOTION OF SERVICES
    10. PLACE DECISIONS IN SERVICES
    11. PEOPLE IN SERVICES
    12. SERVICE PROCESS DESIGN
    13. PHYSICAL EVIDENCE IN SERVICES
    14. CONCLUSION
    15. REFERENCES
    16. ADDITIONAL READING
  10. Chapter 2: Services Marketing
    1. ABSTRACT
    2. INTRODUCTION: SERVICES
    3. SERVICE SECTOR IN INDIA
    4. GROWTH AND FUTURE OF SERVICE INDUSTRY IN INDIA
    5. INVESTMENTS
    6. GOVERNMENT INITIATIVES
    7. SNAPSHOT OF THE SERVICE SECTOR
    8. TOURISM
    9. FINANCIAL SERVICES
    10. CHALLENGES FACED IN THE SERVICE SECTOR
    11. CONCLUSION
    12. REFERENCES
    13. ENDNOTE
  11. Chapter 3: Marketing of Services
    1. ABSTRACT
    2. INTRODUCTION
    3. CHARACTERISTICS OF SERVICES
    4. DIFFERENCES BETWEEN GOODS AND SERVICES
    5. ‘8 PS’ OF SERVICES
    6. CONSUMER BEHAVIOR IN SERVICE
    7. CONSUMER DECISION MAKING PROCESS IN SERVICES MARKETING
    8. ORGANIZATION FOR SERVICE
    9. STRUCTURE OF ORGANIZATIONS
    10. CULTURE OF ORGANIZATIONS
    11. HOFSTEDE'S CULTURAL DIMENSIONS
    12. DESIGN OF THE SERVICE
    13. THE QUALITY IN SERVICE
    14. MYTHS OF SERVICE MARKETING
    15. CONCLUSION
    16. REFERENCES
  12. Chapter 4: An Analysis of the Relationship between Quality Factors and Customer Loyalty for Success of Firms in the Service Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. MAIN FOCUS OF THE CHAPTER
    5. RESULTS
    6. REGRESSION MODEL
    7. SOLUTIONS AND RECOMMENDATIONS
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
    12. APPENDIX A
    13. APPENDIX B
  13. Chapter 5: Marketing of Banking Services in India
    1. ABSTRACT
    2. OBJECTIVES OF THE CHAPTER
    3. CASE LET ON CYBER CRIMES IN THE BANKING SYSTEM
    4. INTRODUCTION
    5. BACKGROUND AT A GLANCE
    6. CHARACTERISTICS AND SCOPE
    7. SERVICE QUALITY AND CUSTOMER SATISFACTION
    8. FUTURE RESEARCH DIRECTIONS
    9. CONCLUSION
    10. REFERENCES
    11. ADDITIONAL READING
    12. KEY TERMS AND DEFINITIONS
    13. APPENDIX: ABBREVIATIONS
  14. Chapter 6: Mutual Fund
    1. ABSTRACT
    2. CHAPTER OBJECTIVES·
    3. INTRODUCTION
    4. BACKGROUND
    5. TYPES OF MUTUAL FUNDS SCHEMES
    6. MARKING MIX OF MUTUAL FUNDS INDUSTRY
    7. DISTRIBUTION CHHANELS
    8. ADVERTISEMENT OF MUTUAL FUNDS
    9. METHODS ADOPTED BY AMC FOR PROMTION AND CAMAIGNING OF MUTUAL FUNDS
    10. MARKETING STRATEGIES ADOPTED BY MUTUAL FUNDS
    11. MARKETING OF MUTUAL FUNDS AND ITS CHALLENGES
    12. CONCLUSION
    13. REFERENCES
    14. ADDITIONAL READING
  15. Chapter 7: Marketing of Microfinance for Rural Women
    1. ABSTRACT
    2. OBJECTIVE OF THE CHAPTER
    3. CASE LET: RAMDEVRA SELF HELP GROUP (SHG)
    4. INTRODUCTION
    5. CHARACTERISTICS AND SCOPE
    6. GROWTH
    7. CHALLENGES
    8. MARKETING MIX
    9. SERVICE INDUSTRY AND CUSTOMER SATISFACTION
    10. SERVICE QUALITY
    11. CONCLUSION
    12. REFERENCES
  16. Chapter 8: Marketing of Agricultural Commodities in India
    1. ABSTRACT
    2. OBJECTIVES OF THE CHAPTER
    3. CASE LET
    4. INTRODUCTION
    5. BACKGROUND
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
    8. REFERENCES
    9. ADDITIONAL READING
    10. KEY TERMS AND DEFINITIONS
    11. APPENDIX: ABBREVIATIONS
  17. Chapter 9: Hospitality Marketing
    1. ABSTRACT
    2. CHAPTER OBJECTIVES
    3. CASE STUDY: TRAVEL INN- AN INTEGRATED APPROACH TO MARKETING
    4. INTRODUCTION
    5. INTRODUCTION TO HOSPITALITY MARKETING
    6. MARKET DEMAND IN HOSPITALITY
    7. WHAT IS MARKETING?
    8. INTRODUCTION TO HOSPITALITY MARKETING
    9. MANAGING DEMAND
    10. THE MARKETING CONCEPT
    11. THE MARKETING MIX
    12. POSTMODERN MARKETING
    13. ENVIRONMENTAL INFLUENCES ON HOSPITALITY ORGANIZATIONS
    14. THE ROLE OF MARKETING MANAGEMENT IN HOSPITALITY
    15. REFERENCES
  18. Chapter 10: Promoting Service Innovation and Knowledge Management in the Hospitality Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. ASPECTS OF SERVICE INNOVATION AND KNOWLEDGE MANAGEMENT
    4. FUTURE RESEARCH DIRECTIONS
    5. CONCLUSION
    6. REFERENCES
    7. ADDITIONAL READING
    8. KEY TERMS AND DEFINITIONS
  19. Chapter 11: Strategic Healthcare Service Management
    1. ABSTRACT
    2. INTRODUCTION
    3. HEALTHCARE AS A SERVICE INDUSTRY
    4. BACKGROUND
    5. HEALTHCARE SERVICE CASE STUDY
    6. INDIAN HEALTHCARE INDUSTRY AND SERVICE TACTICS
    7. CHARACTERISTICS OF HEALTHCARE SERVICES
    8. MARKETING MIX
    9. SERVICE QUALITY AND CUSTOMER SATISFACTION
    10. ISSUES, CONTROVERSIES, PROBLEMS
    11. SOLUTIONS AND RECOMMENDATION
    12. FUTURE RESEARCH DIRECTIONS
    13. CONCLUSION
    14. REFERENCES
    15. APPENDIX: ABBREVIATIONS
  20. Chapter 12: Marketing of Tourism Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. TOURISM: THE CONCEPT
    4. TOURISM INDUSTRY, CONSUMER, AND PRODUCTS
    5. TOURISM INDUSTRY: THE STRUCTURE AND THE COMPONENTS
    6. CHARACTERISTICS OF TOURISM INDUSTRY AND SIGNIFICANCE OF MARKETING
    7. MARKETING MIX FOR ENHANCING TOURISM SERVICES
    8. PRODUCT
    9. PRICE
    10. CONCLUSION
    11. REFERENCES
    12. ADDITIONAL READING
  21. Chapter 13: Glocalization in Fast Food Chains Glocalization in Fast Food Chains
    1. ABSTRACT
    2. INTRODUCTION
    3. CHARACTERISTICS AND SCOPE
    4. LIMITATIONS OF GLOCALIZATION
    5. THE MARKETING MIX
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
  22. Compilation of References
  23. About the Contributors