Service marketing blueprint in contemporary societies

Description

The book “Service marketing blueprint in contemporary societies” captures the unique dynamism of services marketing and explains the various dimensions of marketing strategies potentially capable of facilitating the marketing of services, with instances drawn from insurance and terrestrial television services in a fast-evolving marketing environment. It explains the relevance of promotional mix and after-sale services from a contemporary marketing vantage point and lays out clear insights into how these marketing strategies could be implemented by service marketers to enhance marketing performance of service providers around the world. It is hoped that at the completion of the text, readers should be able to appreciate the unique relevance of service marketing in our world today, and learn practical ways to sustain the marketing of various services amidst ever-growing competitive pressure in the global service industry.