Strategic marketing management and tactics in the service industry

In: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series

In: Premier reference source

Abstract

"This book focuses on knowledge needed to implement service strategies for competitive advantage across industries. Each of the topics covered in the book represents a pivotal content for tomorrow's businesses as they attempt to build strong relationships with their customers. It covers topics such as customer expectations and perceptions, service quality, and marketing"--