Services Marketing: Text and Cases (2nd edition)

ISBN : 9780199456161

Vinnie Jauhari; Kirti Dutta
604 ページ
189 x 246 mm

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


Vinnie Jauhari Director, Education Advocacy, Microsoft Corporation India Pvt. Ltd, Gurgaon. Prior to this she was Director, Institute for International Management and Technology (IIMT), Gurgaon. Dr Jauhari has over 14 years of academic experience and was earlier Region Lead of HP Labs Open Innovation Office for India. She specializes in the areas of services, technology management, and strategy. She has authored over 150 papers that have been published in leading national and international journals.; Kirti Dutta is Dean and Professor (Marketing), G.L. Bajaj Institute of Management and Research, Greater Noida. Prior to this she was Associate Professor (Marketing) at Bhartiya Vidya Bhavan's Usha & Lakshmi Mittal Institute of Management, New Delhi. She had earlier worked at IIMT Gurgaon. She has over 11 years of industry experience and over six years of academic experience. Dr Dutta is on the review panel of three international journals.