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Changing Paradigms in Services Marketing


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Marketing is increasingly becoming important in today`s competitive global village. At the same time, marketing is undergoing profound changes, both as an academic field, and as a practicing function. Environmental forces such as information and communication technology, and globalization are affecting marketing to a great extent. The perspective of marketing is changing from a goods dominant field to an experience dominant area. The resources and the mindset required to create experiences are going to be different from those required to create products and services. Marketers have to think more and more about creating holistic experiences, rather than just disjointed set of customer interactions.

Emerging media has changed the paradigm of marketing by making customers active participants in creation, dissemination, and consumption of marketing messages and offerings. Customers are gradually gaining more control on content and delivery of the firm`s offering. Marketing professionals now have the task of engaging the customers. New areas of study are emerging that explore the brain`s responses to advertisements, brands, and the messages. Technology is pervading many of the hitherto human interfaces of marketing. It is playing a greater role in the effective acquisition, consumption, and disposal of an offering. Society looks forward to business for delivering goods, services, and experiences in a manner that is beneficial to all the stakeholders of the society. With increasing awareness, marketing practice has to give more attention to such demands of the society.

This book has compiled the papers in four sections. First section has papers on general services marketing themes such as organizational and customer citizenship behaviour, customer relationship marketing, customer rage behaviour and customer grievances, marketing of higher education, tourism, and spiritual marketing. Second section of the book, retail marketing, has papers associated to the area of retail. Third section has papers related to marketing and operations management. Fourth section of the book has papers on marketing of financial services.

Contents :

I : Ddevelopments in Services Marketing
1. Impact of Leadership Behaviour in Accentuating Organizational Citizenship Behaviour and Service Quality
Vijay Kumar Pandey, Yogesh Updhyay and Shiv Kumar Singh
2. Antecedents of Customer Participation and Customer Citizenship Behaviour
Ashwini K. Awasthi, Apurva Lagwankar and Mahima Singhal
3. The Relationship Marketing Effect on Firm`s Export Performance
Shivangi Singh, Pawan K. Chugan
4. Customer Relationship as a Competitive Edge in Unorganized Retail Sector − A Study of Kirana Stores
Sweta Sanjog Metha, Pratibha Deshmukh
5. Measuring Corporate Affinity for Self-Service Technologies in Banking Industry
Priyanka Jain, Sugandha Tulsyan
6. Customer Rage Behaviour: A Comprehensive Literature Review
Vineet Kumar
7. Redressal of Insurance Consumers` Grievances: An Empirical Study in Rajasthan
Dhiraj Jain, Sajid Ali Mithaiwala
8. Marketing of Services in Higher Education
Shrawan Kumar Singh
9. Marketing of Educational Services: An Empirical Study of Youths in South-East Orissa
M. Choudhury, P.C. Sahu
10. Tourism Marketing : A Study of `Khushboo Gujarat Ki` Campaign in Gujarat
Shikha Jain
11. Spiritual Marketing in India − Applying 7ups of Services Marketing
Malay R. Patel, Abhishek Kumar Jain
II : Retail Marketing
12. A Comprehensive Model of Consumer Self-concepts among Brand Specific and Multibrand Retail Stores
P.K. Sinha, Hari Govind Mishra, Sarabjot Singh
13. Measuring Emotional Satisfaction in Retailing
Shilpa Bagdare, Rajnish Jain
14. Store Selection in the Emerging Apparel Market
Shahir Bhatt, Amola Bhatt
15. Service Quality Dimensions in Retail Services: An Empirical Study on the Hypermarket Services in the Ahmedabad City
Ritesh K. Patel
16. Tapping the Bottom of Pyramid in Retail Sector : A Study in Delhi-NCR Area
Ahuti Bhargav, Y.P. Singh
17. Impact of Demographic Factors on Retail Marketing
Megha Joshi, Vijay laxmi Iyengar and Ashutosh vyas
18. An Analysis of Service Mix for E-Tailing
Sapna Parashar, Nityesh Bhatt and Mayur Gupta
19. Measuring Retail Convenience and Its Consequences for Online Shoppers
Rinal Shah
20. E-tailing: Consumers` Attitude and Expectations towards Online Shopping in Ahmedabad
Kavita Saxena
III : Marketing and Operations Management
21. Optimal Sales and Production Plans for Product Innovations in the Presence of Scarcity Effects
Rahul J. Patil, Janat Shah
22. Demand Chain Management : Integrating Marketing and Supply Chain Management for Enhancing Customer Value Proposition
Pankaj M. Madhani
23. Demand Chain Management : Applying the Resource Based View of Competitive Advantages
Pankaj M. Madhani
24. Marketing and Operations Management
Arun Kumar Biswas
25. Transfer of Climate-Friendly Technologies Through The Clean Development Mechanism : An Empirical Study of The Carbon Finance Market
Renuka S. Nifadkar, Anil P. Dongre
IV : Marketing Financial Services
26. Mutual Funds Buying Behaviour Among Banking Sector Employees
Ira Bapna, Gitanjali Shrivastava and Heena Kothari
27. Variable Interest Grid for Credit Approval System : A Study Based on Customers` Perspective
P. Baba Gnankumar, Arun Sriram and Appu
28. Customer Perception of Mobile Banking Services
Timira Shah, Anita Singh and Vidya Sekhri
29. An Analysis of Investors` Perceptions for Investing in Capital Markets
Hardik Shah, Frince Thomas
30. Metrics Linking Marketing to Financial Performance : A Study of Selected Banks
Bhautik Alpeshkumar Patel, Raju M. Rathod


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Ashwini K. Awasthi,

Jayesh Aagja,

Sanjay Jain


Himalaya pub