Issues in Service Marketing in Emerging Economies

Arvind Upadhyay, Ali Mahmood, Vikas Kumar

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNChapter


Globalisation and the resulting increase in competition have forced organisations to seek unique ways to gain a competitive advantage over their competition. One of the strategies successfully adopted is transforming/extending operations into service industry by the manufacturing organisation. This servitisation as packages or ‘bundle’ of customer focused combination of goods, services, support, self-service and knowledge adds value to core product offering. The focus of service sector marketing is supported by the fact that regarding world gross domestic product (GDP), the share of services increased from 59% in 1985 to 71% in 2011, underlying the major shift in paradigm. In manufacturing industry, this shift, termed as servitisation, has enabled organisations to achieve better profits and financial stability and has also offered them the opportunity to understand their customers better.
Original languageEnglish
Title of host publicationPromotional Strategies and New Service Opportunities in Emerging Economies
EditorsV. Nadda, S. Dadwal, R. Rahimi
Place of PublicationUSA
PublisherIGI Global
Number of pages14
ISBN (Electronic)9781522522072
ISBN (Print)9781522522065
Publication statusPublished - 9 Jan 2017

Publication series

NameAdvances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)


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