Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
IGI Global | English | 2019 | ISBN-10: 1522578919 | 171 pages | PDF | 2.97 MB
Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
IGI Global | English | 2019 | ISBN-10: 1522578919 | 171 pages | PDF | 2.97 MB
by Muhammad Sabbir Rahman (Author, Editor), Mahmud Habib Zaman (Editor), Md Afnan Hossain (Editor)
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
About the Author
Dr. Muhammad Sabbir Rahman currently is an Associate Professor at Department of Marketing and International Business at North South University (NSU). He obtained his PhD from International Islamic University Malaysia (IIUM) from Department of Business Administration. During the tenure of his PhD and teaching career in different Universities he has demonstrated excellent research and teaching skill, worked under various local and international projects which were supervised by top researchers from various Universities. In the meantime, he has already published above 100 articles in different international journals and presented 30 proceedings at home and abroad. Until now he has appointed as an editorial member of 20 journal local and international and member of 7 top associations in his fields. His research focuses are on service quality, health care marketing, tourism marketing, and knowledge management
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