Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities - Couverture rigide

Rahman, Muhammad Sabbir; Zaman, Mahmud Habib; Hossain, Md Afnan

 
9781522578918: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Couverture rigide
ISBN 10 : 1522578919 ISBN 13 : 9781522578918
Editeur : IGI Global, 2018

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
IGI Global
Date d'édition
2018
Langue
anglais
ISBN 10 
1522578919
ISBN 13 
9781522578918
Reliure
Relié
Nombre de pages
171
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9781522586883: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Edition présentée

ISBN 10 :  1522586881 ISBN 13 :  9781522586883
Editeur : IGI Global, 2018
Couverture souple