Service Sector and Antecedents of Marketing Strategies for Emerging Markets

Emerging Markets are of huge interest not only to MNCs, but also to many national governments of developed and developing countries. The size and prospectus of opportunities and challenges of entering and promoting any business in general, and particularly services, has led to this special interest in emerging markets. Executives are interested in to know about appropriate strategies for performing better in the emerging markets such as India. To explore into the ways of various right strategic moves that are required to promote services in emerging markets, it is significant to understand the antecedents behind the choice of fitting marketing and servicing strategies. This chapter explores various concepts like customer service quality, services, marketing and brand related factors and customer relationship management and discusses these in global context in general and in Indian context in particular. The literature develops a conceptual framework that links a range of consumer behavior related and marketing concepts with Customer Relationship Management and ultimately with appropriate marketing strategies suitable for the emerging markets. The findings from literature and secondary research indicated that the companies are becoming more CRM oriented and adapting their business models to local conditions to promote their products and services in the emerging markets.