Strategic Marketing Management and Tactics in the Service Industry

Author： Tulika Sood  

Publisher： IGI Global‎

Publication year： 2017

E-ISBN: 9781522524762

Subject： F7 Trade Economy;F713.3 merchandising

Language： ENG

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Chapter

Title Page

Copyright Page

Book Series

Editorial Advisory Board and List of Reviewers

Table of Contents

Detailed Table of Contents

Foreword

Preface

Acknowledgment

Chapter 1: Service Marketing

Chapter 2: Services Marketing

Chapter 3: Marketing of Services

Chapter 4: An Analysis of the Relationship between Quality Factors and Customer Loyalty for Success of Firms in the Service Industry

Chapter 5: Marketing of Banking Services in India

Chapter 6: Mutual Fund

Chapter 7: Marketing of Microfinance for Rural Women

Chapter 8: Marketing of Agricultural Commodities in India

Chapter 9: Hospitality Marketing

Chapter 10: Promoting Service Innovation and Knowledge Management in the Hospitality Industry

Chapter 11: Strategic Healthcare Service Management

Chapter 12: Marketing of Tourism Industry

Chapter 13: Glocalization in Fast Food Chains Glocalization in Fast Food Chains

Compilation of References

About the Contributors

Index

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