The marketing landscape for services has undergone a drastic transformation in the last decade. Across the globe, the contribution of services to GDP has also been increasing. The impact of globalization along with massive advances in technology has engendered the creation of innovative service delivery models that greatly focus on customer value. The advent of digital media has simplified the process of customer feedback influencing buyer behavior. Social media has heightened customer expectations challenging businesses to raise the bar of customer service through effective use of technology
About the author
Venkatesh Ganapathy presently works as Associate Professor (Marketing) in Presidency Business School, Bangalore. He has worked in the industry for close to two decades in organisations like Castrol India Limited (part of BP PLC) and Firepro Systems Private Limited. He has had a rich and diverse cross-functional experience during his stint in the corporate world. He has published 15 books so far. He is also the author of 50 research papers that have been published in national and international peer-reviewed journals of repute. He has presented his research efforts in national and international conferences and has been the recipient of awards and scholarships. He has a profound interest in content marketing and has written over 300 blogs. His research interests are in services marketing and service supply chain management.