Relationship Marketing in Indian Services Organizations

ISBN-13: 9783848489732 / Angielski / Miękka / 2012 / 168 str.

Sanjay Kumar; Harbhajan Bansal; Komal Smriti

Opis

So much has been said & written about Relationship Marketing in last few years, it was natural that it caught attention of the academicians, researchers and practitioners. The academicians and marketers all over the world are talking about "paradigm shift" in marketing. Hence, it was an obvious topic for investigation in the field of marketing research. The important aspect of this book is service industries in India. The service sector dominates the Indian economy today, contributing more than half of the national income. It is interesting to investigate the concept of relationship marketing emergence under the aegis of service marketing. This book helps the researchers to develop deep and gather knowledge & exploring the Indian service sector and to know what efforts are being undertaken to deliver customer satisfaction and develop brand loyalty with special reference to relationship marketing.

O autorze

Dr. Sanjay Kumar has worked with some reputed multinational companies and B-schools in area of Marketing in India. He is Ph.D in Marketing and author of one book in the area of food marketing and 15 national & international research papers.Currently, he is working as Assistant Professor - Marketing at IIMT - Oxford Brooks University, Gurgaon, India