Services marketing and customer relationship management / Dinesh Kumar

Includes bibliographical references and index.

Cover
Title Page
Copyright
About The Author
Contents
List of Figures
List of Table
List of Abbreviations
Preface
Chapter 1: Introduction To Services Marketing
Unit Introduction
1.1. Services Sector In The Global Economy
1.2. The Nature Of Services
1.3. Consumer Behavior In Services
1.4. The Services Marketing Mix
1.5. Services Marketing Strategy
1.6. The Service Product
Summary
Review Questions
Multiple Choice Questions
References
Chapter 2: Customer Relationship Management (CRM) In Services
Unit Introduction
2.1. Customer Experience Focus
2.2. Microsoft Dynamics CRM
2.3. Importance Of CRM In The Service Industry
2.4. Process Of Developing Customer Relationships
2.5. Major Application Components Of CRM System
2.6. Stages In The Customer Relationship Cycle
2.7. Sources Of Expectations

CRM enables businesses to build lasting relationships with both new and existing customers, while optimizing corporate efficiency. This book explores the key concepts of customer relationship management and provides practical tools and techniques for managing customer relationships. It also discusses the importance of effective service delivery and how it can be used to build strong customer relationships. With real-world cases and examples, this book is an essential resource for anyone interested in the field of services marketing and customer relationship management.

" Dinesh Kumar is an accomplished Professor, author, and trainer with over 25 years of experience in the field of Marketing and Management. He holds a Ph.D. in Marketing, an MBA with a major in Marketing, an MA in English, and a BA Honours in English. Dinesh Kumar has taught at several management institutes in India and has been a visiting Professor at the Institute of Professional Education and Research (IPER), Bhopal, since July 2022. He has also been involved in CAT teaching for 14 years. He has authored five international books on Marketing, including Marketing in the Digital Era, Rural Marketing: Challenges and Opportunities, The Connected Consumer, Consumer Behaviour, and Marketing Channels. Oxford University Press has published Dinesh Kumar's book on Marketing Channels, and his other works have been published by reputed publishers such as Sage New Delhi and Business Expert Press New York. Dinesh Kumar's achievements also include being the Director of Mastermind Consultants, Chandigarh, teaching and training MBA-CAT aspirants. With his deep theoretical and practical knowledge of Marketing and Management, Dinesh Kumar continues to inspire aspiring Marketing professionals."