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