Services marketing : text and cases /
Jauhari, Vinnie
Services marketing : text and cases / Vinnie Jauhari, Kirti Dutta. - 2nd ed. - New Delhi : Oxford University Press, 2017. - xx, 578 p. : ill. ; 24 cm
Includes bibliographical references and index.
1. Introduction --
2. The service product --
3. Managing the services Brand --
4. Marketing research --
5. Understanding consumer behavior --
6. segmentation, Targeting, and Positioning for a service firm --
7.Customer perceptions of service -- 8. Customer Expectation --
9. Pricing strategies for services --
10. strategies for promotion for services sector --
11. managing distribution channels in services industry --
12. Physical evidence --
13. Mangling people in services industry --
14.Managing services processes --
15. managing demand and supply --
16. Customer feedback and service recovery --
17. Impact of technology on marketing of service --
18. Managing quality and excellence --
19. Ethics in service firms --
20. strategies foe business growth --
21. Emerging service sectors in India.
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.
9780199456161
Service industries--Marketing--India
Marketing --Case studies
Service industries--Marketing--India --Case studies
658.8
Services marketing : text and cases / Vinnie Jauhari, Kirti Dutta. - 2nd ed. - New Delhi : Oxford University Press, 2017. - xx, 578 p. : ill. ; 24 cm
Includes bibliographical references and index.
1. Introduction --
2. The service product --
3. Managing the services Brand --
4. Marketing research --
5. Understanding consumer behavior --
6. segmentation, Targeting, and Positioning for a service firm --
7.Customer perceptions of service -- 8. Customer Expectation --
9. Pricing strategies for services --
10. strategies for promotion for services sector --
11. managing distribution channels in services industry --
12. Physical evidence --
13. Mangling people in services industry --
14.Managing services processes --
15. managing demand and supply --
16. Customer feedback and service recovery --
17. Impact of technology on marketing of service --
18. Managing quality and excellence --
19. Ethics in service firms --
20. strategies foe business growth --
21. Emerging service sectors in India.
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.
9780199456161
Service industries--Marketing--India
Marketing --Case studies
Service industries--Marketing--India --Case studies
658.8