Services Marketing : Text and Cases /
Vinnie Jauhari, Kirti Dutta.
- 2nd ed.
- New Delhi ; Oxford University Press, 2009.
- 578 ill. ; 24 cm.
- Oxford higher education .
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