Service Marketing in Ghana: a Customer Relationship Management Approach

Service Marketing in Ghana focuses on important service and customer management themes like the nature of services and their marketing challenges, challenges to the attainment of customer-oriented business cultures in Ghana, the building of business-to-business relationships, development of service marketing strategies; as well as knowing, assessing and managing your customers. The book provides important tips on raising the customer orientation culture of all businesses operating in Ghana. The book is written for junior, mid-level and senior management personnel across all organisations and business associations in Ghana; and Africa. It is also written for students who aspire to be practising managers one day. It is a must read and is especially highly recommended for professionals in diverse sectors aspiring to become service champions. Sectors that are likely to benefit from the book include the NGO community, banking, ICT, education, engineering, hospitality, manufacturing, health, public administration, public sector, insurance, aviation, microfinance, shipping, postal and courier services. Service Marketing in Ghana, a maiden publication of the Centre for Sustainability and Enterprise Development at the University of Ghana Business School, is jointly published with Adonis & Abbey Publishers (London). John Kuada is Professor of International Management at the International Business Centre in the Department of Business and Management in Aalborg University, Denmark. He is a well-travelled scholar with research interests in International Marketing and Research, Intercultural Communication and Management, Management Training and Development, as well as International Strategic Alliances. An author of several management and research books, John Kuada has served as visiting scholar to the University of Ghana Business School, University of Nairobi; as well as the Vilnius University in Lithuania. Professor Kuada holds a PhD (Business Economics) from the Copenhagen Business School. Professor Kuada can be reached at Kuada@business.aau.dk Dr Robert Hinson heads the Centre for Sustainability and Enterprise Development at the University of Ghana Business School where he leads advocacy efforts to Ghana's business community. Robert holds a doctorate degree in Marketing from the University of Ghana; and a second in International Business Economics from Aalborg University in Denmark. Robert has conducted service-related training and advocacy interventions for thousands of service champions from organizations such as Barclays Bank, Bank of Africa, ABSA, First Atlantic Bank, ADB Bank, Ghana Commercial Bank, Ecobank, CAL Bank, Merchant Bank, NIB Bank, HFC Bank, Standard Chartered Bank, Zenith Bank, Ghana Stock Exchange Authorised Dealing Officers, Enterprise Insurance Company Ltd, Provident Insurance Company Limited, Ghana Insurers Association, Metro-life Company Limited, M&K Industries, Coca Cola, Ghana Home Loans and Unilever Ghana Limited; to name a few. Robert can be reached at bsugepchair@ug.edu.gh