Services Marketing: A Multi Dimensional Approach

A well-functioning services sector is the key to the overall performance of the economy and welfare of citizens. Services comprise different economic activities and thus act as a catalyst for the growth of other sectors in the business world. The boom in services sector is the outcome of developments like growing digitization of services; development of broadband networks; changing business models triggered by technological advances; emergence of global labor market and changing roles of Government and private sectors. The ability to deliver services on line has opened up new global opportunities for service providers. Technological developments have made these service businesses independent and facilitated them to compete for markets beyond their immediate catchment areas. The book delves into the forces behind the sudden spurt and growth of services sector. The book consists of diverse articles bound up with the central theme of Services marketing. It takes a multi dimensional look at the changing silhouette of service sector. The significant aspects covered in the book are globalization of services, export of services, services supply chain management, quality audit in service sector and new service development. The book uncovers a few novel topics that are discussed below: Component Business Modeling (CBM) is a new approach that provides a useful framework for better understanding what an institution has – and thus for identifying the real differentiating assets of the institution. It is an insightful and different way to rethink business models and processes. Daly’s framework helps grasp the key issues and challenges in marketing services internationally. The article also gives considerable attention to the need to adapt to the domestic Marketing Mix in International Markets. Integrated extension services like ITC’s e-Choupal which provide the best of technology that is customized to meet the day-to-day needs of the farmers.