Abstract
| Original language | English |
|---|---|
| Title of host publication | Promotional Strategies and New Service Opportunities in Emerging Economies |
| Editors | V. Nadda, S. Dadwal, R. Rahimi |
| Place of Publication | USA |
| Publisher | IGI Global |
| Pages | 130-143 |
| Number of pages | 14 |
| ISBN (Electronic) | 9781522522072 |
| ISBN (Print) | 9781522522065 |
| DOIs | |
| Publication status | Published - 9 Jan 2017 |
Publication series
| Name | Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) |
|---|
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Issues in Service Marketing in Emerging Economies. / Upadhyay, Arvind; Mahmood, Ali; Kumar, Vikas.
Promotional Strategies and New Service Opportunities in Emerging Economies. ed. / V. Nadda; S. Dadwal; R. Rahimi. USA : IGI Global, 2017. p. 130-143 (Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)).Research output: Chapter in Book/Conference proceeding with ISSN or ISBN › Chapter
TY - CHAP
T1 - Issues in Service Marketing in Emerging Economies
AU - Upadhyay, Arvind
AU - Mahmood, Ali
AU - Kumar, Vikas
PY - 2017/1/9
Y1 - 2017/1/9
N2 - 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.
AB - 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.
U2 - 10.4018/978-1-5225-2206-5.ch006
DO - 10.4018/978-1-5225-2206-5.ch006
M3 - Chapter
SN - 9781522522065
T3 - Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
SP - 130
EP - 143
BT - Promotional Strategies and New Service Opportunities in Emerging Economies
A2 - Nadda, V.
A2 - Dadwal, S.
A2 - Rahimi, R.
PB - IGI Global
CY - USA
ER -