Services Marketing: Integrating Customer Focus Across the Firm 8th Edition

Description

About the Book:

Services Marketing: Integrating Customer Focus Across the Firm provides a comprehensive resource for management students to understand and implement service strategies for competitive advantage. It equips readers with frameworks and tools applicable across industries by covering topics like service quality, customer satisfaction, AI and service robotics. The Indian adaptation enriches the text with contextual examples, case studies, and insights from a diverse range of businesses, bridging theory and practice for learners.

Key Features:

1. Comprehensive coverage of service marketing frameworks and strategies
2. Focus on customer satisfaction, retention, and service quality
3. Updated insights on AI, robotics, and emerging service technologies
4. Practical applications for global and Indian service industries
5. Examples from businesses like Swiggy, Zepto, Oberoi Hotels, etc.
6. Eight new case studies on firms such as Zerodha, Nykaa, cult.fit, ICICI Bank, etc