Services Marketing
Text and Cases
Price: 850.00 INR
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ISBN:
9780199456161
Publication date:
03/05/2017
Paperback
604 pages
241.0x184.0mm
Price: 850.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199456161
Publication date:
03/05/2017
Paperback
604 pages
241.0x184.0mm
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.
Rights: World Rights
Description
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.
Table of 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
Features
- Integrates theory with corporate examples and provides rich insights into the dynamics of the services sector
- Discusses the practices of Indian and global companies
- Explains concepts through examples, exhibits, tables, and case studies
- Includes Internet-based exercises which will help students apply the concepts learnt to different business situations
New to This Edition
- New chapters on managing the services brand and managing demand and supply
- New sections on managing e-service and e-service quality, employee engagement in service industry, creating an empowered employee, and customer feedback and service management orientation
- Updated and revised content as well as new case studies
- Links to important research papers that will introduce students to influential academic contributions in this area
Online Resources
For Faculty
- Instructor’s Manual
- PowerPoint Slides
- Multiple Choice Questions
For Students
- Flashcard Glossary
Description
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.
Read MoreTable of 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
