Services Marketing : Text and Cases / Vinnie Jauhari, Kirti Dutta.

By:

Vinnie Jauhari

Contributor(s):

Dutta, Kirti

Material type: Text

TextSeries: Oxford higher educationPublication details: New Delhi ; Oxford University Press, 2009.Edition: 2nd edDescription: 578 ill. ; 24 cmISBN:

9780199456161

Subject(s):

DDC classification:

658.8 V768 S 102641

Online resources:

Click here to access online

Contents:

Introduction to Services The Service Product Managing the Services Brand Marketing Research Understanding Consumer Behaviour Segmentation, Targeting, and Positioning for a Services Firm Customer Perceptions of Service Customer Expectations Pricing Strategies for Services Strategies for Promotion for Service Sector Managing Distribution Channels in Service Industry Physical Evidence Managing People in Service Industry Managing Service Processes Managing Demand and Supply Customer Feedback and Service Recovery Impact of Technology on Marketing of Services Managing Quality and Excellence Ethics in Service Firms Strategies for Business Growth Emerging Service Sectors in India

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	Prajna Pratishthanam Library Management	Non-fiction	658.8 V768 S 102641 (Browse shelf(Opens below))	Available	102641

The second edition of Services Marketing has been specially designed to meet the requirements of postgraduate students of management. Essential concepts related to services marketing are explained lucidly with the help of Indian and global examples, exhibits, and case studies. The book integrates theory with corporate examples and provides rich insights into the dynamics of the services sector. It also includes Internet-based exercises which will help the students apply theory to business situations.

Introduction to Services
The Service Product
Managing the Services Brand
Marketing Research
Understanding Consumer Behaviour
Segmentation, Targeting, and Positioning for a Services Firm
Customer Perceptions of Service
Customer Expectations
Pricing Strategies for Services
Strategies for Promotion for Service Sector
Managing Distribution Channels in Service Industry
Physical Evidence
Managing People in Service Industry
Managing Service Processes
Managing Demand and Supply
Customer Feedback and Service Recovery
Impact of Technology on Marketing of Services
Managing Quality and Excellence
Ethics in Service Firms
Strategies for Business Growth
Emerging Service Sectors in India

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