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Services Marketing Issues in Emerging Economies

  • Book
  • © 2020

Overview

Editors:
  1. Atanu Adhikari

    1. IIMK Campus, Indian Institute of Management, Kozhikode, India

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  • Will discuss contemporary service marketing related thoughts from industry and academics

  • Will examine entire gamut of service related issues in emerging economies

  • Will contain short and precise chapters containing ample examples and case studies

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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xvi
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  2. Servicescapes and E-Servicescapes Design Issues in Emerging Markets: Imperatives, Challenges and Agenda Setting

    • Deepak S. Kumar, V. U. Vinitha
    Pages 1-13

  3. Managing Customers in Online Two-Sided Platforms: A Case of App-Cabs in an Emerging Economy

    • Megha Sharma, Subhasis Mishra
    Pages 15-22

  4. Designing the Service Experience for Online Shoppers in Emerging Economies

    • Aishwarya Ramasundaram
    Pages 23-35

  5. Paradigm of E-Commerce Services in Developed and Emerging Economies

    • Hitesh Bajpai, Atanu Adhikari
    Pages 37-48

  6. Service Issues Affecting Consumer Behaviour Towards E-commerce Purchases in India

    • Pralok Gupta, Ayona Bhattacharjee
    Pages 49-58

  7. Direct Marketing Issues in Emerging Markets—Review and Proposition

    • Mahuya Adhikary, Atanu Adhikari
    Pages 59-73

  8. E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications

    • Rituparna Basu, Sayani Mandal
    Pages 75-88

  9. How Does Ownership Type Influence International Diversification-Firm Performance Relationship?

    • Saptarshi Purakayastha, Somnath Lahiri
    Pages 89-117

  10. Institutional Arrangements and Inter-Organizational Governance in Services Companies

    • Ramya Venkateswaran
    Pages 119-132

  11. Service Marketing Issues in Emerging Economies: Brand Equity of Domestic Service Brands

    • Rima Bhattacherjee, Atanu Adhikari
    Pages 133-149

  12. Traditional Services Marketing Issues—Analysis of Impact of Technology in Developed and Emerging Markets

    • Duswanta Roy
    Pages 151-165

  13. Marketing Mix and Customer Loyalty in Services Marketing

    • Rahul Gupta Choudhury
    Pages 167-177

  14. Service Recovery and Continuity in Emerging Markets

    • Dhananjay Bapat
    Pages 179-195
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Keywords

About this book

This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies.


 

This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.


Editors and Affiliations

  • IIMK Campus, Indian Institute of Management, Kozhikode, India

    Atanu Adhikari

About the editor

Dr. Atanu Adhikari is a Professor at Indian Institute of Management (IIM) Kozhikode teaching marketing research, marketing management, strategic marketing to post graduate students, and advanced marketing research to doctoral students. He was a doctoral Fellow member of Royal Statistical Society London, visiting researcher at Syracuse University, USA and Commonwealth Academic Fellow to London Business School, UK. He has taught as guest faculty in several premier business schools in India and abroad.


Prof. Adhikari's  current area of research includes consumer choice behavior, experience product marketing, pricing, and applications of Bayesian econometrics in marketing research. He is actively involved in scholarly academic research and has published his research work in many national and international peer reviewed academic journals and edited books published by leading international publishers. His research work has been selected and presented in number of prestigious international conferences organized by Marketing Science, American Marketing Association, European Marketing Academy, World Congress in Probability and Statistics, Royal Statistical Society and similar academic forums in the USA, UK, France, Germany, Italy, China, Australia and Singapore. Prof. Adhikari's work has received several national and international awards and honors from Academy of Marketing Science USA,  Marketing Management Association USA, EFMD Belgium, Oikos International Switzerland, Ivey Business School, Canada.


Bibliographic Information

  • Book Title: Services Marketing Issues in Emerging Economies

  • Editors: Atanu Adhikari

  • DOI: https://doi.org/10.1007/978-981-15-8787-0

  • Publisher: Springer Singapore

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Nature Singapore Pte Ltd. 2020

  • Hardcover ISBN: 978-981-15-8786-3Published: 25 February 2021

  • Softcover ISBN: 978-981-15-8789-4Published: 25 February 2022

  • eBook ISBN: 978-981-15-8787-0Published: 24 February 2021

  • Edition Number: 1

  • Number of Pages: XVI, 195

  • Number of Illustrations: 6 b/w illustrations, 8 illustrations in colour

  • Topics: Marketing, Services, Emerging Markets/Globalization

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