ISBN : 9780199456161
Services Marketing 2e has been specially designed to meet the requirements of MBA students specializing in Marketing. It is a textbook that discusses the various aspects of services marketing in the Indian context using Indian examples and case studies.
1. Introduction to Service Industry; 2. The Service Product; 3. Managing the Services Brand; 4. Marketing Research in Service Industry; 5. Understanding Consumer Behaviour; 6. Segmentation, Targeting, and Positioning for a Services Firm; 7. Customer Perceptions of Service; 8. Customer Expectations; 9. Pricing Strategies for Services; 10. Strategies for Promotion for Services Sector; 11. Managing Distribution Channels in Service Industry; 12. Physical Evidence; 13. Managing People in Service Industry - The employees; 14. Managing People in Service Industry - The customers; 15. Managing Service Operations and Processes; 16. Managing Demand and Supply; 17. Customer Feedback and Service Recovery; 18. Impact of Technology on Marketing of Services; 19. Managing Service Quality and Excellence; 20. Ethics in Service Firms; 21. Strategies for Business Growth; 22. Emerging Service Sectors in India