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Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR
The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy
This text explores both concepts and techniques of marketing for a broad range of service categories and industries. The authors show that different categories of services face distinctive marketing problems and encourage students to analyse useful parallels across a range of service industries. Examples cited include EuroDisney, Singapore Airlines, British Telecom, Lausanne Tourist Office, Federal Express Business Logistics Services and Air BP.
AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors.
Magnus Mandalora never planned to go out into the big, wide world. He thought he'd live out his life in his homely little village, happily cooking and eating pflugberry pies. But fate had other ideas. Before he knows it, Magnus has embarked on an incredible adventure. He discovers a world full of marvels and wonder, surprises and delights. But it's also a world of perils and danger. As Magnus finds himself right in the middle of a long-running war between the fair and noble Cherines and the vile and despicable Glurgs, he faces challenges beyond anything he could have imagined.
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.
A maiden publication of the Centre for Sustainability and Enterprise Development at the University of Ghana Business School, this book on Service Marketing written from a customer relationship management perspective; is an absolute must-read. The book is written for junior, mid-level and senior management personnel across all organisations and business associations in Ghana; and Africa. It is also written for students who aspire to be practising managers one day. The book focuses on important service and customer management themes like the nature of services and their marketing challenges, challenges to the attainment of customer-oriented business cultures in Ghana, the building of business-to-business relationships, development of service marketing strategies; as well as knowing, assessing and managing your customers. This book provides important tips on raising the customer orientation culture of all businesses operating in Ghana. It is highly recommended for a diverse range of professionals in the NGO, banking, ICT, education, engineering, hospitality, manufacturing, health, public administration, public sector, insurance, aviation, microfinance, shipping, postal and courier services; to name a few.Any organisation seeking to improve their bottom-line and overall productivity by using superior service as a differentiating tool must invest in purchasing these books for both their employees and customers. This book is a must read for anyone aiming to becoming a service champion.
In an era marked by rapid technological advancements and the increasing integration of artificial intelligence (AI) into various sectors, the intersection of AI technologies with service marketing stands as a pivotal frontier. It is essential to explore the intricate nexus between AI technologies and service marketing strategies. Integrating AI-Driven Technologies Into Service Marketing elucidates the transformative impact of AI on key facets of service marketing, ranging from customer engagement and relationship management to market segmentation and product customization. It underscores the imperative for stakeholders in emerging economies to harness the power of AI technologies in crafting innovative and adaptive service marketing strategies. The book navigates the complexities of AI adoption while offering pragmatic recommendations for fostering responsible and inclusive AI-driven service marketing ecosystems. Covering topics such as customer engagement, influencer marketing, and sentiment analysis, this book is an excellent resource for scholars, researchers, educators, business professionals, managers, academicians, postgraduate students, and more.
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.