Service Marketing Strategies for Small and Medium Enterprises (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
121
Utgivningsdatum
2018-10-30
Förlag
IGI Global
Medarbetare
Zaman, Mahmud Habib / Hossain, Md Afnan
Illustrationer
Black & white illustrations
Antal komponenter
1
Komponenter
68:B&W 7 x 10 in or 254 x 178 mm Case Laminate on White w/Gloss Lam
ISBN
9781522578918
Service Marketing Strategies for Small and Medium Enterprises (inbunden)

Service Marketing Strategies for Small and Medium Enterprises

Emerging Research and Opportunities

Inbunden Engelska, 2018-10-30
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The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs' customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.
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