Strategic Marketing Management and Tactics in the Service Industry

by Tulika Sood (Author, Editor)

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.

Review
There are thirteen chapters in this book, which highlight various facets of service sectors, e.g. the last chapter deals with the emergence of glocalization in global perspective and relates various glocal practices of multinational fast food chains with a marketing mix of McDonald's. The book Strategic Marketing Management and Tactics in the Service Industry integrates concepts and developments from the service industry and analyses how the field of strategic marketing can benefit from these. It has been edited and developed for students and teachers of management courses in the area of strategy as well as services marketing. Further, this book has a lot of real life implications which would also help managers. The content is highly valuable for all those aspiring to make a career in Marketing, especially in the service sector, e.g. banking & insurance etc. Without the proper knowledge of service industry, the understanding of marketing is a futile exercise. This book is highly recommended because the prospective reader can: Identify the growth and challenges of the service sector; understand of the basic differences between goods and services; understand the various undergone phases of Indian banking system; growth of deposits and credits, technological development in Indian banking sector; services provided by the Indian banks, benefits and challenges faced by the Indian banks; Understand the relationship between quality and customer loyalty in order to demonstrate the quality is very important for success of firms. Various developments in recent times are included with suitable sector- specific examples. –Dr. Ganesh Dash, Institute of Management (India)

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.