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The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s focus is on better understanding and efficient implementation of marketing principles.

This chapter was built on literature review of marketing of tourism services at business level. A practical approach has been adopted and implemented in illustrating the variables of marketing mix.

This chapter highlights the fact that in order to be successful in the field of marketing, tourism entrepreneurs should consider and implement all elements of marketing mix as an integral and comprehensive set; all marketing variables are interlinked and interrelated.

This chapter is explorative in nature, based on a literature review. It takes more entrepreneurial/practical than academic approach.

A marketing plan for tourism services/experiences constitutes a chain of strong bonds that guide the tourism business forward in making the chain stronger and more efficient. When an entrepreneur/manager is considering adding a new feature or changing existing elements, he/she has to consider the whole picture of the actions and the resulting outputs.

This chapter discusses an extended marketing model; the model of 10 Ps – Product, Place, Pricing, Promotion, Partners, Presentation, People, Process, Physical evidence and Passion under two stages, before and during the experience consumption/encounter.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

The level of trust in a service provider is an important decision factor when buying industrial services. Especially, the outcome uncertainties of services, its individuality, and asymmetric information between buyer and seller are some reasons that the evaluation of trust is a key component in service trading. Consequently, searching of potential new suppliers involves examining providers’ trustworthiness. This paper focuses on the study of online trust signals used by buyers, to assess provider’s trustworthiness in the context of industrial services. The main research objective is to propose the basis for a digital tool, which helps buyers to assess provider’s trustworthiness by providing a “standardized trustworthiness signal description” and “trust functionalities.” A particular approach is used, wherein different methods are mixed such as a case study, expert interviews, and a quantitative method following the guideline of the design science paradigm. The aim is to propose a useful tool for trustworthiness assessment to enhance e-markets for industrial services.

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

Hospitality services are among the most robust experiences enjoyed by consumers. To deliver them successfully, careful attention to detail is first needed for the design and development of those experiences. This chapter begins by exploring the array of elements that holistically construct an experience, from process to people to physical environments. Then, the customer experience management framework is used to outline a recommended technique for approaching experience design. Finally, a brief survey of visualization techniques shows how experiences can be modeled for assessment and improvement.

Relationship marketing is widely accepted as the most successful way to build customer loyalty and competitive advantage in a mature, competitive market. The study investigates customer loyalty programmes within the context of service quality in Swedish hotels using an online questionnaire survey. Five service quality factors were identified: technical, functional, environmental, technological convenience and technological product dimensions, which supports the Northern European service quality model with the addition of technological dimensions. Five loyalty programme factors were also established and factor scores were mainly undifferentiated on the basis of socio-demographic and behavioural variables. The implications of the results are discussed and recommendations for further research are made.

Introduction: Foreign direct investment (FDI) is a deciding factor in the insurance industry’s growth in any nation. Besides, similar socioeconomic conditions, some countries tend to attract more FDI inflows. This chapter focuses on exploring the FDI in the insurance industry in Brazil, Russia, India, China, and South Africa (BRICS).

Purpose: The chapter aims to explore the current situation of FDI in the insurance industry in BRICS member nations and uncover the factors that have led to higher foreign investments in some countries.

Methodology: Using descriptive and comparative approaches, this chapter explains the FDI scenario in the insurance sector of BRICS nations.

Findings: Based on a comparative analysis, the authors observed that deregulation, increased foreign engagement, and adoption of innovative technology and distribution methods are some avenues that could be worked upon to improve FDIs in the Indian insurance sector.