Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities (Hardcover) (ISBN-13: 9781522578918)

The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs' customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.

Author: Muhammad Sabbir Rahman, Mahmud Habib Zaman, Afnan Hossain
ISBN-10: 1522578919
ISBN-13: 9781522578918
Publisher: Business Science Reference
Language: English
Published: 12/04/2018
Pages: 121
Format: Hardcover
Weight: 1.22lbs
Size: 10.00h x 7.00w x 0.50d