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Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Copyright: © 2019 |Pages: 171
ISBN13: 9781522578918|ISBN10: 1522578919|EISBN13: 9781522578925
DOI: 10.4018/978-1-5225-7891-8
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MLA

Rahman, Muhammad Sabbir, et al. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities. IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7891-8

APA

Rahman, M. S., Zaman, M., & Hossain, M. A. (2019). Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities. IGI Global. https://doi.org/10.4018/978-1-5225-7891-8

Chicago

Rahman, Muhammad Sabbir, Mahmud Habib Zaman, and Md Afnan Hossain. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7891-8

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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.

Table of Contents

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Front Materials
Title Page
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Copyright Page
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Advances in Business Strategy and Competitive Advantage (ABSCA) Book Series
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Preface
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Acknowledgment
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Introduction
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Chapters
Back Materials
Conclusion
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Related Readings
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About the Authors
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Index
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