{"id":"https://openalex.org/W7204549223","doi":"https://doi.org/10.5281/zenodo.22145452","title":"SERVICES MARKETING: Principles, Strategies and Applications","display_name":"SERVICES MARKETING: Principles, Strategies and Applications","publication_year":2026,"publication_date":"2026-08-27","ids":{"openalex":"https://openalex.org/W7204549223","doi":"https://doi.org/10.5281/zenodo.22145452"},"language":"en","primary_location":{"id":"doi:10.5281/zenodo.22145452","doi":"https://doi.org/10.5281/zenodo.22145452","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22145452","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Book"},"volume":null,"type":"book","is_traditional":true,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.5281/zenodo.22145452","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5140386001","display_name":"Dash Satyabrata","orcid":"https://orcid.org/0009-0002-1113-2271","observed_orcids":["https://orcid.org/0009-0002-1113-2271"]},"institutions":[{"id":"https://openalex.org/I4405276672","display_name":"P.G. Centre for Management Studies","ror":"https://ror.org/05wfext57","country_code":"IN","type":"education","lineage":["https://openalex.org/I4405276672","https://openalex.org/I4405285058"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Dash, Dr. Satyabrata","raw_affiliation_strings":["S. M. Institute of Technology, Post Graduate Centre for Management Studies, Brahmapur, Odisha, India"],"raw_orcid":"https://orcid.org/0009-0002-1113-2271","affiliations":[{"raw_affiliation_string":"S. M. Institute of Technology, Post Graduate Centre for Management Studies, Brahmapur, Odisha, India","institution_ids":["https://openalex.org/I4405276672"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5140386001"],"corresponding_institution_ids":["https://openalex.org/I4405276672"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.48019999265670776,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.48019999265670776,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.2587999999523163,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.20029999315738678,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/services-marketing","display_name":"service marketing","score":0.9769999980926514},{"id":"https://openalex.org/keywords/service-marketing-strategy","display_name":"service marketing strategy","score":0.5640000104904175},{"id":"https://openalex.org/keywords/intangible-goods","display_name":"intangible goods","score":0.7360000014305115},{"id":"https://openalex.org/keywords/service-promotion","display_name":"service promotion","score":0.5580000281333923},{"id":"https://openalex.org/keywords/customer-value","display_name":"customer value","score":0.7139999866485596},{"id":"https://openalex.org/keywords/service-sector-growth","display_name":"service sector growth","score":0.5239999890327454},{"id":"https://openalex.org/keywords/hospitality-services","display_name":"hospitality services","score":0.6200000047683716},{"id":"https://openalex.org/keywords/tourism-services","display_name":"tourism services","score":0.7710000276565552},{"id":"https://openalex.org/keywords/financial-services","display_name":"financial services","score":0.9860000014305115},{"id":"https://openalex.org/keywords/professional-services","display_name":"professional services","score":0.7319999933242798},{"id":"https://openalex.org/keywords/india","display_name":"India","score":0.4300000071525574}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7350999712944031},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.711899995803833},{"id":"https://openalex.org/C36829320","wikidata":"https://www.wikidata.org/wiki/Q7455785","display_name":"Service product management","level":5,"score":0.6646999716758728},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.5821999907493591},{"id":"https://openalex.org/C33756811","wikidata":"https://www.wikidata.org/wiki/Q7455756","display_name":"Service guarantee","level":5,"score":0.5716999769210815},{"id":"https://openalex.org/C61063171","wikidata":"https://www.wikidata.org/wiki/Q532781","display_name":"Service design","level":4,"score":0.5091000199317932},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4131999909877777},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.4099000096321106},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.40709999203681946},{"id":"https://openalex.org/C2780795282","wikidata":"https://www.wikidata.org/wiki/Q1221094","display_name":"Services marketing","level":3,"score":0.4068000018596649},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.39079999923706055},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.37959998846054077},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.3790999948978424},{"id":"https://openalex.org/C15587899","wikidata":"https://www.wikidata.org/wiki/Q7455812","display_name":"Service system","level":3,"score":0.37130001187324524},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.37119999527931213},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.3653999865055084},{"id":"https://openalex.org/C81286331","wikidata":"https://www.wikidata.org/wiki/Q6028047","display_name":"Industrialization of services business model","level":5,"score":0.3450999855995178},{"id":"https://openalex.org/C68595000","wikidata":"https://www.wikidata.org/wiki/Q2274177","display_name":"Service delivery framework","level":3,"score":0.3346000015735626},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.311599999666214},{"id":"https://openalex.org/C16151460","wikidata":"https://www.wikidata.org/wiki/Q3480069","display_name":"Service level objective","level":5,"score":0.2741999924182892},{"id":"https://openalex.org/C127107974","wikidata":"https://www.wikidata.org/wiki/Q350884","display_name":"Business marketing","level":3,"score":0.26269999146461487},{"id":"https://openalex.org/C2779439359","wikidata":"https://www.wikidata.org/wiki/Q317088","display_name":"Commodity","level":2,"score":0.2614000141620636},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.2583000063896179},{"id":"https://openalex.org/C2775902765","wikidata":"https://www.wikidata.org/wiki/Q17080186","display_name":"Service recovery","level":4,"score":0.25519999861717224},{"id":"https://openalex.org/C2777350553","wikidata":"https://www.wikidata.org/wiki/Q5961771","display_name":"Product marketing","level":3,"score":0.2500999867916107}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5281/zenodo.22145452","doi":"https://doi.org/10.5281/zenodo.22145452","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22145452","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Book"},{"id":"doi:10.5281/zenodo.22145453","doi":"https://doi.org/10.5281/zenodo.22145453","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22145453","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Book"}],"best_oa_location":{"id":"doi:10.5281/zenodo.22145452","doi":"https://doi.org/10.5281/zenodo.22145452","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22145452","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Book"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2943987965","https://openalex.org/W1638717845","https://openalex.org/W1605807981","https://openalex.org/W2955566131","https://openalex.org/W2581228531","https://openalex.org/W2390166211","https://openalex.org/W2393649588","https://openalex.org/W4383162127","https://openalex.org/W4389777739","https://openalex.org/W2904195671"],"abstract_inverted_index":{"Service":[0,40,82,118,181],"sector":[1,20],"plays":[2],"an":[3,52,207],"important":[4],"role":[5],"in":[6,74,193,272,292,302],"the":[7,16,31,37,60,80,91,127,185,194,233,249],"growth":[8],"of":[9,11,18,34,66,129,189,210,235,287,296],"economy":[10],"a":[12,46,49,85,98,121,162,187,200,220,236,258,261,285],"country.":[13],"In":[14,24],"India,":[15],"contribution":[17],"service":[19,50,68,110,175,190,197,229,237,255,275,297],"is":[21,42,55,84,120,134,191,199,239,244,257,277],"increasing":[22],"rapidly.":[23],"this":[25],"book,":[26],"we":[27],"tried":[28],"to":[29,100,115,177,215,248,289],"cover":[30],"different":[32,279],"aspects":[33],"services":[35,78,114,172,265,309],"and":[36,57,89,94,170,283,307],"marketing":[38,41,69,83,119,176,182,198,230,256,276,282,298],"strategies.":[39],"simply":[43],"defined":[44],"as":[45,305,317],"phenomenon":[47],"wherein":[48,260],"or":[51,112],"intangible":[53,92,131,208],"commodity":[54],"promoted":[56,192,225],"marketed":[58],"among":[59],"target":[61],"audience.":[62],"A":[63],"novel":[64],"kind":[65],"marketing,":[67],"has":[70,299],"become":[71],"quite":[72],"prominent":[73],"helping":[75],"companies":[76],"promote":[77],"around":[79],"world.":[81],"strategy":[86],"which":[87,123,140,150],"promotes":[88,263],"showcases":[90],"benefits":[93,139,149],"offerings":[95,111],"delivered":[96],"by":[97,154,161],"company":[99,137,262],"drive":[101,178],"end":[102],"customer":[103],"value.":[104],"This":[105],"can":[106],"be":[107,142,159,290],"for":[108,136,206,232],"standalone":[109],"complementary":[113],"tangible":[116],"products.":[117],"concept":[122,259],"focuses":[124],"mainly":[125],"on":[126,184],"business":[128],"non-physical":[130],"goods.":[132],"It":[133],"done":[135],"given":[138],"cannot":[141,158],"seen,":[143],"touched,":[144],"felt":[145],"etc.":[146,173,314],"These":[147],"are":[148,151,267,315],"driven":[152],"mostly":[153],"people,":[155],"process":[156],"&":[157],"kept":[160,291],"customer.":[163],"Sectors":[164],"like":[165,310],"hospitality,":[166,313],"tourism,":[167],"financial":[168],"services,":[169],"professional":[171],"use":[174],"their":[179],"business.":[180],"reflects":[183],"way":[186],"type":[188],"market.":[195],"Though":[196],"unique":[201],"concept,":[202],"it":[203,253],"calls":[204,231],"out":[205,247],"representation":[209],"commodities":[211],"(services).":[212],"As":[213],"opposed":[214],"Product":[216],"Marketing":[217],"that":[218,238,266],"involves":[219,284],"physically":[221,241],"visible":[222],"product":[223,281],"being":[224],"over":[226],"various":[227],"media,":[228],"promotion":[234],"not":[240],"available":[242],"but":[243],"still":[245],"sold":[246],"customers.":[250],"To":[251],"sum":[252],"up,":[254],"its":[264],"intangible,":[268],"inseparable":[269],"yet":[270],"perishable":[271],"nature.":[273],"Moreover,":[274],"much":[278],"than":[280],"variety":[286],"features":[288],"mind.":[293],"The":[294],"importance":[295],"grown":[300],"immensely":[301],"recent":[303],"times":[304],"more":[306,308],"education,":[311],"banking,":[312],"emerging":[316],"popular":[318],"commodities.":[319]},"counts_by_year":[],"updated_date":"2026-10-08T09:06:37.294493","created_date":"2026-08-29T00:00:00"}
